master track b: "exploring 'identity' from a consumer & agency/brand...

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EXPLORING ‘IDENTITY’ FROM A CONSUMER & AGENCY/BRAND PERSPECTIVE Vejay G. Lalla Davis & Gilbert LLP [email protected] 212.468.4975

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Page 1: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

EXPLORING ‘IDENTITY’ FROM A

CONSUMER & AGENCY/BRAND

PERSPECTIVE Vejay G. Lalla

Davis & Gilbert LLP

[email protected]

212.468.4975

Page 2: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

ENGAGING WITH ONLINE CONTENT

JOINING THE CONVERSATION

Page 3: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

ENGAGING WITH ONLINE CONTENT

JOINING THE CONVERSATION

Page 4: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

USING ONLINE CONTENT

USER-GENERATED CONTENT

Page 5: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

USING ONLINE CONTENT

USER-GENERATED CONTENT

Some applications streamline

the user upload, rights and

permissions process

Page 6: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

USING ONLINE CONTENT

USER-GENERATED CONTENT

Many states require written releases to use a person’s name, image,

or likeness

Using hashtags may not constitute a valid form of consent:

• For example, #Consent may not be sufficient

• What about a more unique hashtag? Does this constitute implied

consent?

• What about “clicking” or checking a box to obtain consent on a

microsite?

• Think about obtaining a formal release as well as consent

Page 7: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

USING ONLINE CONTENT

USER-GENERATED CONTENT

Guidelines for reducing risks posed by the use of hashtag consent:

• Comment on applicable user’s post to request permission

• Disclose intended use in call to action

• Include a link in the CTA to submission terms and conditions

• Do not use content in a previously undisclosed manner without

additional consent (i.e., authorized use must cover each and every

intended use)

• Always obtain a formal release from a minor’s parent or guardian

Page 8: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

USING ONLINE CONTENT

POTENTIAL RISKS

Page 9: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

USING AND LEVERAGING ONLINE CONTENT

PUBLISHERS, AGENCIES AND BRANDS

Page 10: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

CREATING AND PUBLISHING CONTENT

PROCESS

Development and legal review

Creation Agency review

Client review Final Legal

Review Publish Monitor

• Legal should be involved from the concept stage to review traditional as

well as online media for potential risks

• After agency content development and creation in conjunction with the

client, legal can continue to monitor the conversation around the content

Page 11: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

CONSUMER DATA

NEW TECHNOLOGIES AND CONSUMER PURCHASES

Page 12: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

CONSUMER DATA

COLLECTION AND USE

Federal Trade Commission – March 2012

Protecting Consumer Privacy in an Era of Rapid Change – OBA and

Self-Regulatory Principles

• Transparency and consumer control (especially in the mobile

environment)

• Reasonable security, and limited data retention, for consumer data

• Affirmative express consent for material changes to existing privacy

promises

• Affirmative express consent to (or prohibition against) using sensitive

data for behavioral advertising

Page 13: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

CONSUMER DATA

COLLECTION AND USE

Page 14: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

CONSUMER DATA

COLLECTION AND USE

Page 15: Master Track B: "Exploring 'Identity' from a Consumer & Agency/Brand Perspective"

QUESTIONS? Vejay G. Lalla

Davis & Gilbert LLP

[email protected]

212.468.4975