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© 2009 The 60 Second Marketer
Transcript:
"Don’t Make These Mistakes: Three Things Every Marketing Director Should Know About Advertising Law."
By Jon Andersen
There are three laws that every businessperson should know before launching a marketing campaign.
The first is “Always Tell the Truth.” The key to following this Law is to look at your advertisement and apply the oath administered to witnesses -- does the ad tell the truth, the whole truth and nothing but the truth.
Most advertisers are pretty good about telling the truth, but frequently not so good at making what they say the whole truth and nothing but the truth.
The second Law is to own what you use in the ad. If you are using a photo, song or other image, be sure that you either own the image or have all necessary rights to its use. These rights may involve copyright permission, trademark permission or privacy or publicity permission.
This is one area where it is not easier to get forgiveness than permission, so cover ownership issues before running the ad!
Finally, be sure you know or have advice for the laws applicable to special types of advertising or promotions. For example, sweepstakes and contests, while enormously successful advertising techniques have a very lengthy list of requirements to ensure they do not becoming unlicensed gambling, with its civil and criminal aspects.
To recap: the three laws are:
1) Always tell the whole truth
2) Own the rights to photos, songs or other images before you use them
3) Protect yourself by consulting an attorney or other specialist when running sweepstakes or contest
The 60 Second Marketer is an online magazine where marketers around the globe provide the content.
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