comply with this: a beginners guide to marketing compliance
TRANSCRIPT
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For creative marketers especially, compliance is often viewed as just another word for major pain in the neck. But if your company decides to ignore marketing compliance rules and regulations, it can also become a major pain in the wallet. Hefty fines aren’t the only penalties for failing to adhere to compliance laws. Your company could also face lawsuits, loss of customers and a hit on your reputation.
With consumer watchdogs, government agencies and other organizations constantly monitoring the marketing scene, you certainly can’t get around
compliance. And adhering to it may not be as tough as it initially seems once you get a handle on the basics of what’s involved. That’s exactly what this guide is designed to give you.
Comply With This: A Beginner's Guide to Marketing Compliance will provide every member of your marketing team a general understanding of compliance standards. Meeting these standards will not only protect your company’s reputation and integrity, but it can also save you from making some very expensive marketing mistakes.
DISCLAIMER: The information contained in this eBook is not legal advice but is rather intended to provide guidance in understanding the topic of marketing compliance and developing your own policy. If you have any specific questions about any legal matter you should consult your attorney or other professional legal services provider.
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WHAT IS MARKETING COMPLIANCE AND WHYIS IT IMPORTANT
Despite what you may have heard, marketing compliance standards are not put in place to punish your marketing team. They are instead meant to protect both the consumer and your brand.
External compliance standards consist of rules, regulations, and laws that guide the marketing efforts of every business. The Federal Trade Commission (FTC) is a big one for creating compliance regulations, but standards are also established by state and local government agencies as well as trade and industry groups.
External standards are designed to protect consumers from being misled, tricked, lied to, or otherwise deceived by businesses. Compliance laws additionally ensure consumers’ privacy rights are protected, giving consumers options when it comes to the type of information a brand collects and how they communicate with that brand.
Internal compliance standards consist of rules, regulations, and guidelines that also guide the marketing efforts of your business. Unlike external compliance standards that are put in place by outside entities or agencies, these standards are created and enforced by your company.
Internal compliance standards generally lay out the brand’s marketing rules. They often focus on the use of the logo, colors, designs, text and other elements that preserve the consistency of your brand and its message.
What is Marketing Compliance and Why is it Important3
TYPES OF MARKETING COMPLIANCE
External and internal compliance are two main divisions of compliance standards, and there are several different types of compliance regulations specifically geared toward different varieties of marketing activity.
WHY IT’S IMPORTANT:Brand standards ensure a consistent and uniform brand identity, TopRank Online Marketing blog 1 notes, and a consistent identity is essential for long-term business growth. NorthstarMarketing 2 throws in a few more benefits of brand consistency, adding it helps you convey your outlook and attitude, helps you manage perceptions, protects your investment, eliminates confusion and builds on past successes.
EXAMPLES:Coca-Cola immediately comes to mind as a prime example of a strong and consistent brand. Other brands Forbes 3 reports as the strongest include Apple, McDonald’s, IBM, Facebook, Microsoft, and Google.
BEST PRACTICES:You can take a cue from the University of Arizona (UA) and other organizations that have developed a comprehensive and detailed internal brand standards guide. UA’s guide 4 spans 20 pages and covers everything from the use of the logo to typefaces, graphic elements to stationary. Be sure to include information that applies to marketing across multiple channels and the approval process for designs before they go live.
INTERNAL BRAND STANDARDS
DEFINITION:Internal brand standards are guidelines set by your company concerning the use of your brand elements in marketing. They can include size, shape and placement of your logo, colors of your layouts, font style and size.
5 Types of Marketing Compliance
WHY IT’S IMPORTANT:Misleading consumers is not good for business. And with such a wide definition outlined by the FTC 5, any hint of marketing misrepresentation is likely to land you with a fine, lawsuit, or other penalty.
EXAMPLES:The FTC has a full gamut of practices that could be categorized as misrepresentation. These include false written or oral representations, misleading price claims, sales of defective or hazardous products without disclosure, failure to disclose info concerning pyramid sales, failure to perform proposed services, failure to meet warranty obligations and using bait and switch tactics.
BEST PRACTICES:Steering clear of exaggerations, substitutions, the omission of pertinent details, or fine print so tiny no consumer could possibly read it without a magnifying glass is a good place to start to ensure you’re sticking with truthful representations in marketing. Also, provide full disclosure on any hazards, defects or state of any items; perform services you say you’ll perform, provide exact products you say you’ll provide and honor your warranties.
TRUTHFUL REPRESENTATIONS
DEFINITION:Truthful representations are those that are factual and unlikely to deceive the consumer. The FTC considers a practice deceptive if there is an omission or representation likely to mislead a consumer acting reasonably under the circumstances.
6 Types of Marketing Compliance
WHY IT’S IMPORTANT:The FTC 6 is particularly focused on unfair and deceptive marketing when it relates to health, safety and economic injury of the consumer. The agency regularly monitors marketing practices, stopping and penalizing companies engaging in those it considers deceptive and unfair.
EXAMPLES:Dietary supplements and weight loss products that claim they serve as a cure-all solution are constantly under fire from the FTC. The agency also keeps its eye on deceptive online marketing tactics that stem from public health issues, tobacco and alcohol marketing, and the marketing of food as well as violent music, movies and electronic games to children.
BEST PRACTICES:If your product or service does indeed have a highly effective health benefit, make sure you back up any claims with solid, scientific evidence. Also, watch your language. For instance, claiming your massage will definitely help back pain is a lot different than saying your massage may be helpful for back pain in some cases.
DECEPTIVE OR UNFAIR CLAIMS
DEFINITION:Deceptive or unfair claims refer to statements about a product or service that have no proof of being true and may pose a hazard to consumers.
7 Types of Marketing Compliance
COMPARATIVE CLAIMS
DEFINITION:Comparative claims compare two different brands on price or objectively measurable attributes, identifying the competing brand by illustration, name or other distinctive information.
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WHY IT’S IMPORTANT:Comparative claims are perfectly legal, as long as you go about them with a level of ethics. The Medical Device and Diagnostic Industry website 7 says the FDA constantly cracks down on medical devices and other health-related equipment that makes comparative claims without head-to-head studies proving their superiority. The FTC 8 is equally as stringent about ensuring comparative claims don’t unfairly disparage, attack or discredit competitors.
EXAMPLES:A veritable cellphone war was started over comparative claims, according to the Arizona Republic 9, with AT&T suing Verizon over a 2009 campaign promoting the idea that Verizon’s 3G wireless coverage was much more expansive than AT&T’s. AT&T said the marketing was misleading to consumers concerning their coverage.
BEST PRACTICES:When comparing your services or products to others, always ensure you are making a fair and objective comparison. Having the solid facts to back up your claims always helps, as does ensuring you are not unfairly attacking, disparaging or discrediting your competitors.
Types of Marketing Compliance
WHY IT’S IMPORTANT:The FTC 10 dictates that all types of special offer marketing need to clearly and prominently describe the terms and conditions of the offer. The offer should also indeed supply what’s promised to the consumer.
EXAMPLES:BOGO is a hot concept in marketing land, with consumers told they can “buy one, get one free.” Free shipping is another popular special offer perk, often with free shipping offered from online retailers if consumers spend a certain amount of money to earn the offer.
BEST PRACTICES:Even if the terms seem obvious for any of your special offers, such as the free item in a BOGO deal must be of equal or lesser value, always state them and place them in an obvious location in your marketing materials. Being tricky could land you in dangerous territory, especially if the offer’s terms aren’t prominently displayed. Avoid sneaky tricks that are borderline deceptive, such as offering free shipping and then charging a handling fee.
SPECIAL OFFERS
DEFINITION:Special offers are those that offer “free” products or services, discounts, free gifts, free shipping, or other types of special deals to consumers.
9 Types of Marketing Compliance
WHY IT’S IMPORTANT:If the FTC didn’t require evidence to back up claims, unsavory companies would have the leeway to go totally off-the-wall with claims about what its product and services could do. The FTC 11 requires “appropriate support” for all expressed and implied claims used in marketing, with the supporting evidence based on the product, the claim and what experts in that industry deem necessary.
EXAMPLES:Anyone who remembers Trident chewing gum claims of the 1970s may also recall wondering if it were really true that “four out of five dentists surveyed recommend sugarless gum for their patients who chew gum.” If Trident was complying with FTC rules, the company would definitely have the survey available to substantiate its claims.
Sugarless gum claims have since gone far beyond being recommended by dentists, according to The New York Times 12, and those claims are getting the proper backup. Wrigley actually formed a Wrigley Science Institute in 2005 to provide research to help support its ongoing marketing concerning “the benefits of chewing.”
BEST PRACTICES:Your company may not need to establish its own research institute, but you should have the studies, statistics and other relevant information to back up any express or implied objective claims you make. Make sure that information is readily available and accessible to the general public. You can also research the level of substantiation your industry and the FTC deem necessary for the product or service you’re marketing.
SUBSTANTIATION
DEFINITION:Substantiation refers to having evidence to back up your marketing claims.
10 Types of Marketing Compliance
WHY IT’S IMPORTANT:It’s not just the FTC that cracks down on sweepstakes and contests that don’t comply with standards. Your sweepstakes and contests are also being monitored by state and local agencies to ensure you’re following the guidelines dictated in your region.
EXAMPLES:A number of Nevada companies were fined 13 $1.4 million for making consumers pay to enter a sweepstakes, one of the biggest taboos. An Orlando resort was hit 14 with nearly a $1 million fine when it called sweepstakes entrants whose numbers were on the Do Not Call lists.
BEST PRACTICES:Unless you’re an expert in sweepstakes and contests in your specific state, it may be wise to consult one. Compliance rules and regulations are all over the place when it comes to contest and sweepstakes specifics, varying drastically from state to state. Truthful disclosure of all your sweepstake or contest rules, eligibility requirements, and other regulations are also a must.
SWEEPSTAKES AND CONTESTS
DEFINITION:Sweepstakes and contests are two distinctly different animals. Sweepstakes are free to enter and decided by chance. Contests may or may not have an entrance fee, and they are decided by some type of skill or other measurable aspect to determine the winner.
11 Types of Marketing Compliance
WHY IT’S IMPORTANT:By its very nature, negative-option marketing can be tricky — both for consumers who are often seemingly tricked into purchases and for companies complying with FTC and state regulations. Many states prohibit the automatic renewals or restrict other forms of negative-option marketing, attorney Nichols Kaster 15 says. The FTC likewise has stringent guidelines to ensure consumers are protected against unsavory marketing tactics.
EXAMPLES:A prime example of negative-option marketing are those book and CD clubs that send consumers a seemingly endless supply of products, charging consumers for those they do not promptly return. Free trials on Internet services also fall into the category when the service provider automatically signs up consumers with a paid subscription once the trial has expired.
BEST PRACTICES:FTC guidelines dictate any negative-option marketing feature full, clear and conspicuous disclosures of the offer before a consumer makes the purchase. It also recommends receiving an affirmative consent from the consumer as an additional safeguard against deceptive practices.
NEGATIVE-OPTION MARKETING
DEFINITION:Negative-option marketing refers to marketing where the consumer’s failure to take some type of action to cancel or reject an offer or agreement is interpreted by the seller as the OK to be charged for services of goods.
12 Types of Marketing Compliance
WHY IT’S IMPORTANT:The FTC notes digital marketing compliance regulations not only protect customers, but also the integrity of the Internet as a marketing medium.
EXAMPLES:Digital marketing examples are vast, from pop-up and banner ads to pay-per-click and targeted ads in the margins of a consumer’s computer screen. Other examples include native ads, which appear stylistically similar to the site on which they’re featured, as well as social media ads that appear throughout the platforms.
BEST PRACTICES:Clearly marking your marketing as “sponsored content” or otherwise distinguishing it from informative, educational or other non-marketing content is a good practice. You’ll also want to follow the same truth-in-advertising criteria you use with marketing outside of the digital arena.
DIGITAL MARKETING
DEFINITION:Digital marketing is any type of marketing that uses one or more forms of electronic media. The BusinessDictionary 16 says this can include social media, smart phones, electronic billboards, digital TV and radio and, of course, the Internet.
13 Types of Marketing Compliance
WHY IT’S IMPORTANT:The FTC 17 has extensive guidelines overseeing telemarketing practices, covering everything from the Telemarketing Sales Rule to rules regarding the use of 900 numbers. The National Do Not Call registry adds another layer for protection for consumers, prohibiting companies from calling numbers on the list for marketing practices.
EXAMPLES:Telemarketing examples run the gamut from magazine subscription services to debt-relief companies, insurance salespeople to university alumni clubs asking for money and political campaigns — all of which seem to call during dinner time.
BEST PRACTICES:Being fully aware of telemarketing rules before you even begin to create your campaign is a must. You’ll obviously want to refrain from calling numbers on the Do Not Call list unless such customers have given you written permission to do so. The FTC dictates 18 full and truthful disclosure telemarketing sales calls, and most prerecorded robocalls are banned.
TELEMARKETING
DEFINITION:Telemarketing is any type of marketing done over the telephone.
14 Types of Marketing Compliance
WHY IT’S IMPORTANT:Not only is marketing to children 19 expected to comply with truth-in-advertising standards, but children are additionally protected by the FTC’s Children’s Online Privacy Protection Act 20 (also known as COPPA). Special regulations govern marketing food to children as well as adolescents.
EXAMPLES:Gerber baby foods and other products for infants, toddlers and kids up to age 18 targeting parents fall under the marketing to children guidelines. The same holds true for video games, movies, music and foods target the children themselves.
BEST PRACTICES:Becoming familiar with the details surrounding the Children’s Advertising Review Unit 21 (CARU) and COPPA gets you off to a good start. The latter bans the collection and use of personal info from kids under 13 without their parents’ consent, and companies have been penalized for not heeding the rules. You’re also restricted on where you can market to kids, with controversies surrounding ads placed in apps used by children.
MARKETING TO CHILDREN
DEFINITION:Any marketing directed at children, or marketing kid-related services or products to the children’s parents, counts as marketing to children.
15 Types of Marketing Compliance
WHY IT’S IMPORTANT:Targeted marketing efforts that offer products and services based on consumers’ personal preferences can be highly effective. But consumers are protected by privacy laws that dictate how you can collect and use that personal information.
EXAMPLES:Amazon and Netflix are major players in the personal preference marketing arena, with Amazon suggesting products similar to those you purchased and Netflix suggesting movies or TV shows that align with your viewing history. Personal data is also behind the specific ads that appear on consumer computer screens, showing products or services that match with their browsing history or habits.
BEST PRACTICES:Best practices we outlined in a ProofHQ blog article 22 include always letting your customers know before you collect any type of personal info or data, something that can be done with a regularly updated privacy policy and terms of service on your site. Let consumers review the information you’ve collected to ensure that it’s accurate. Securing the data is another priority, as is never sharing or selling the data unless you explicitly state you intend to do so.
COLLECTION AND USE OF MARKETING DATA
DEFINITION:Technology has made it easy to collect a variety of personal data from consumers, and then use that data to market specific products and services to specific consumers.
16 Types of Marketing Compliance
WHY IT’S IMPORTANT:Marketers need to be especially careful to avoid copyright, privacy or other violations depending on what they’re streaming, where they’re streaming from, individuals appearing in the stream, and how they’re using the video. PCWorld 23 warns lawsuits are poised to be filed unless marketers take pains to ensure compliance at every level.
EXAMPLES:Several brands have already hopped on the live video streaming bandwagon, with two examples from PracticalEcommerce 24. GE broadcast a live behind-the-scenes video with scientist Bill Nye and astrophysicist Neil deGrasse Tyson. Doritos streamed live giveaways of their super-spicy chips.
BEST PRACTICES:If you’re planning to use a live stream app in a public location for commercial purposes, you need to get the consent of everyone you capture during the broadcast. Also, brush up on copyright laws regarding the streaming of sporting events, concerts, and other performances to ensure you’re not in violation.
LIVE VIDEO STREAMING
DEFINITION:Live video streaming hit the mainstream with apps like Meerkat and Periscope, giving users the ability to stream video in real-time to the masses.
17 Types of Marketing Compliance
WHY IT’S IMPORTANT:Native advertising has recently gained attention as a means for advertisers to cut through the online advertising clutter and for online publishers to boost their diminishing ad revenues. The most effective native advertising is intentionally presented in a format that resembles the surrounding editorial content. Hence the FTC felt the need to implement native advertising guidelines 25 to supplement the existing truth-in-advertising standards.
EXAMPLES:Native advertising is the digital version of the advertorial, a newspaper or magazine advertisement giving information about a product in an editorial style. Today, publishers like The Atlantic, New York Times, and Wired have built in-house agencies to create content for brands that’s highly tailored to the their readers while labeled as promotional. Netflix has worked with all three of these publishers to produce elaborate native ad campaigns to promote its services and original shows.
BEST PRACTICES:The key thing to remember about native advertising is the clarity of the disclosure. The FTC states that disclosures should be placed in front of or above a native advertising headline and/or be accompanied by visual cues such as shading or borders. Finally, the FTC notes that these rules don’t apply just to advertisers. Everyone who participates directly or indirectly in creating or presenting native ads should make sure that they don’t mislead consumers about their commercial nature.
NATIVE ADVERTISING
DEFINITION:Native advertising is a type of advertising, usually online but feasibly elsewhere, that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online.
18 Types of Marketing Compliance
The costs of not complying with marketing laws can be significant and painful. They generally include monetary fines and injunctions for companies found in violation, along with refunds to the consumers for actual damages in civil lawsuits.
RISKS OFNONCOMPLIANCE
Risks of Noncompliance20
SKECHERS
Skechers found this out the hard way when ordered to pay $40 million to settle FTC charges that it deceived consumers with its “toning shoes” ads. An FTC 26 press release announced the 2012 settlement, which penalized Skechers for making unfounded claims related to its Shape-ups, Resistance Runner, Toners and Tone-ups shoes.
The company claimed the shoes could help consumers lose weight, tone and strengthen certain muscle groups, and even improve cardiovascular health. The FTC cited Skechers for falsely asserting clinical studies supported the claims. Consumers who purchased the shoes were eligible for a refund through the FTC or class action lawsuit.
SUPPLEMENTS
The FTC 27 typically has a field day with false claims related to dietary supplements, with more than a dozen companies cited for deceptive advertising during a 2015 dietary supplement sweep alone. Deceptive claims included those related to weight loss, memory and cognitive decline, treatment of child speech disorders, and the prevention or elimination of gray hair. Companies taken to federal court included Keyview Labs, Nutraceuticals Corp, Genesis Today, NPB Advertising and Rise-N-Shine.
MARKETING TO CHILDREN
The FTC is continuing to amp up its monitoring of the mobile-technology arena to seek out unfair and deceptive practices within mobile apps, especially those targeting children, ComplianceWeek reports 28. Results include a $19 million settlement with Google in 2014 for purchases made by kids through apps downloaded from the Google Play store. The FTC cited inadequate measures to ensure the purchases had been approved by adults before they were made. The FTC had also filed charges against Apple and Amazon that same year for similar violations.
COMMON SENSE TIPS FOR AVOIDING COMPLIANCE VIOLATIONS
Even though compliance standards may be highly detailed and stringent, they’re generally not rocket science. A few common sense tips can help you and your marketing teams steer clear of murky and dangerous waters.
Common Sense Tips for Avoiding Compliance Violations22
THINK LIKE A CONSUMER
The overall goal of compliance standards is to protect the public, so if you’re unsure if your marketing materials are up to snuff, try looking at your campaign from a consumer’s point of view. Is your message clear? Will the public understand it? Is anything even remotely deceptive, unsubstantiated or misleading? If you’d be comfortable sharing your marketing materials or campaign with your grandmother, you’re probably in pretty good shape.
MAKE COMPLIANCE A PRIORITY
While not every single employee needs to know the nitty-gritty details of compliance, employees should be aware that compliance is a priority for your marketing team. Marketing pros need to be mindful of the message they’re putting out the consumer, whether your company is B2C or B2B. Each message needs to be accurate as well as on-brand.
MONITOR AND DOCUMENT
Establish a system that both monitors compliance standards and recognizes potential violations so they can be can be corrected before your marketing goes live. Having an audit trail is another good idea, with key aspects of compliance documented where applicable. Those aspects can include your collection of customer info, customer-facing assets, e-mail subscription process and other relevant items. Precise documentation can protect your company in the face of any complaints.
TIPS FOR BUILDING AN IN-HOUSE COMPLIANCE TEAM OR WORKFLOW
Compliance regulations are constantly changing and, to be honest, you shouldn’t expect your sales or marketing team to keep up with all the specifics of the various laws and privacy acts. However, these tips 29 can help you establish an in-house compliance team or workflow to ensure your company is following the marketing compliance standards while protecting itself along the way.
Tips for Building an In-House Compliance Team or Workflow24
1 Create written marketing procedures and policies.
2 Assign a compliance officer and/or committees to monitor and enforce those procedures and policies.
3 Provide training and education to your marketing team and others who need to make compliance a priority.
4 Ensure all forms of marketing communication leaving your office are effective, on-brand and aligned with compliance standards.
5 Monitor and test marketing materials before unleashing to the general public to ensure they are up to par.
6 Establish clear enforcement and disciplinary guidelines concerning your policies and procedures; then back them up with action when necessary.
7 Respond immediately to potential problems, taking action to correct potential infractions before marketing materials and campaigns are launched.
Regardless of your marketing role in an organization or creative agency, it’s important to stay up to date on the latest news and guidelines. These marketing compliance resources will get you started.
MARKETING COMPLIANCERESOURCES
Marketing Compliance Resources26
Federal Trade Commission (FTC):https://www.ftc.govPrimary federal agency focused on consumer protection and regulation of business matters associated with false advertising and fraud.
Federal Communications Commission (FCC):https://www.fcc.govFederal regulatory body responsible for false advertising and fraud in broadcast media.
Advertising to Children:http://www.aef.com/on_campus/classroom/speaker_pres/data/3005Detailed article regarding laws that apply to marketing aimed at children.
Children’s Online Privacy Protection Act:http://www.coppa.orgPrimary legislation regarding collection and use of personal information of minors.
Consumer Privacy Guide:http://www.consumerprivacyguide.org/lawOverview of and links to legislation protecting consumer privacy.
Refund Law and Legal Definition:http://definitions.uslegal.com/r/refundBasic overview on refund law throughout the US.
The Consumer Financial Protection Bureau (CFPB):http://www.consumerfinance.govFederal agency that monitors and regulates the consumer finance markets.
Native Advertising: A Guide for Businesses:https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businessesA supplement to how the FTC applies established truth-in-advertising standards to native advertising.
SUMMARY
Whether this guide made marketing compliance seem easier or even more of a pain in the neck, the bottom line is it’s not going away anytime soon. Marketing compliance is necessary (and at times legally required), and your company can best protect itself, its reputation and its integrity if you make it a priority for every member of your marketing team. Once you understand the basics, you may find it's not as tough as you initially believed to balance compliance with creativity in your marketing efforts. Don’t wait for a violation to happen before you act. Use the information you’ve gleaned from this guide to act now to help ensure your marketing efforts contribute to a continuously thriving and reputable business for years to come.
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Ready to see how ProofHQ can help you manage marketing compliance?Schedule a custom demo at http://www.proofhq.com/demo-request.
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REFERENCES
1. http://www.toprankblog.com/2015/01/social-media-marketing-brand-compliant
2. http://www.northstarmarketing.com/2015/05/07/the-difference-between-a-good-brand-and-a-great-brand-consistency
3. http://www.forbes.com/powerful-brands
4. http://www.life.arizona.edu/docs/default-source/pdf/reslife-brand-standards---final-print-2014.pdf
5. https://www.ftc.gov/public-statements/1983/10/ftc-policy-statement-deception
6. https://www.ftc.gov/about-ftc/bureaus-offices/bureau-consumer-protection/our-divisions/division-advertising-practices
7. http://www.mddionline.com/article/comparative-claims-legally-permissible-proceed-care
8. https://www.ftc.gov/public-statements/1979/08/statement-policy-regarding-comparative-advertising#N_1_
9. http://yourbusiness.azcentral.com/examples-comparative-advertising-12783.html
10. https://www.ftc.gov/tips-advice/business-center/guidance/advertising-marketing-internet-rules-road#free
11. https://www.ftc.gov/system/files/documents/plain-language/bus41-dot-com-disclosures-information-about-online-advertising.pdf
12. http://www.nytimes.com/2009/07/28/business/media/28adco.html
13. https://www.ftc.gov/news-events/press-releases/2007/04/sweepstakes-promoters-will-pay-14-million-settle-ftc-charges
14. https://www.ftc.gov/news-events/press-releases/2009/01/ftc-cracks-down-do-not-call-violators-companies-agree-pay-almost
15. http://www.nka.com/investigation/negative-option-marketing-3
16. http://www.businessdictionary.com/definition/digital-marketing.html
17. https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing/telemarketing
18. https://www.ftc.gov/tips-advice/business-center/guidance/complying-telemarketing-sales-rule#Glance
19. https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing/children
20. https://www.ftc.gov/tips-advice/business-center/privacy-and-security/children%27s-privacy
21. http://www.asrcreviews.org/category/caru
22. http://blog.proofhq.com/marketing-compliance-007397
23. http://www.pcworld.com/article/2912272/live-streaming-apps-pose-legal-risks-for-users.html
24. http://www.practicalecommerce.com/articles/91805-8-Brands-That-Live-Stream-Video-for-Innovative-Marketing
25. https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses
26. https://www.ftc.gov/news-events/press-releases/2012/05/skechers-will-pay-40-million-settle-ftc-charges-it-deceived
27. https://www.ftc.gov/news-events/press-releases/2015/11/ftc-brings-action-stop-marketer-making-deceptive-opiate-addiction
28. https://www.complianceweek.com/news/news-article/ftc-steps-up-enforcement-of-violations-of-child-marketing-rules
29. http://www.arnoldporter.com/resources/documents/WMACCA_Compliance%20Program%20Training%20Presentation_FINAL.pdf
