About the course
Marketers are often unaware of the legal and compliance challenges facing them in the Internet era, despite the risks of hefty penalties and negative publicity for businesses that fail to follow legislation.
This one-day course is an in-depth review of essential legal issues which could have an impact upon your online marketing strategies and campaigns, including matters arising from the uptake of social media networks and online behavioural advertising (OBA). Key areas such as libel, take-down, user generated copy (UGC), accessibility compliance and cookie-consent are also covered.
This course provides clarity on the legal issues of online marketing through using plain language to explain what is and what isn't acceptable in the context of the most common forms of online marketing communications. Its wide-ranging scope covers legal issues throughout the lifetime of a customer, from prospecting through to fulfilment.
You will be able to assess key legal requirements for both electronic marketing campaigns and company websites, identify high-risk areas related to privacy and confidential data and become confident about managing risk.
Course Requirements: Use of a laptop or tablet is optional.
Who should attend?
This course is essential for anyone involved in managing and developing digital channel communications and wants to understand how to undertake Internet marketing activities that follow best practice and legal requirements.
How will I benefit?
Upon completion of this course, you will be able to:
- Identify critical legislation which will impact on areas of your marketing strategy and execution
- Champion accessibility compliance issues and build sites that are easy for anyone to use
- Understand the laws about opt-out and opt-in, what lists you can and can't buy, and confidence in using email and multimedia marketing
- How to avoid the basic, costly mistakes many marketers will make as the drive to engage via social media expands
- How to ask key questions of suppliers that will separate the good from the dangerous
What will I learn?
The course covers:
- The impact of the Consumer Protection from Unfair Trading Regulations 2008 and the Business Protection from Misleading Marketing Regulations 2008
- Email and SMS marketing campaign compliance, including Data Protection Act 1998, Privacy, Electronics Communications Regulations 2003 and Information Commissioner Guidelines
- Website compliance and accessibility, including cookies, data capture, privacy statements and Disability Discrimination Act 2005
- Online Behavioural Advertising (OBA) and the contentious legal requirements for 'cookie transparency and consent'
- Common law issues including libel cases, cross-border jurisdiction and the responsibilities of moderators and UGC
Principal Trainer on Information Law and Privacy, iCompli
Duncan Smith, 'compliance evangelist' and principal trainer on information law and privacy for compliance specialists iCompli®. iCompli delivers best practice consultancy and technology-led solutions to organisation trying to maximise the value of data held whilst remaining compliant with a myriad of changing information and privacy laws.
As a trainer and speaker Duncan is well known as someone who delivers practical, business-focused advice on how organisations can manage the legal and cultural risks associated with information management. "It's not just about compliance with legislation; it's about building a credible business case around compliance."
Duncan’s expertise is much in demand, and he is currently developing and delivering compliance courses for many of the UK’s leading professional bodies, including the Chartered Institute of Marketing (CIM), the Institute of Direct Marketing, the Periodical Publishers Association and Econsultancy. Current courses include ‘Essential Law for Marketers’, ‘Data Protection for both HR and Marketing Professionals’ and ‘Olympic Marketing, compliant campaigns leading up to 2012’. He is also a regular speaker for many of the large data users in the UK e.g. QAS Ltd. (an Experian Company).
Recent clients have been from a diverse range of public and private sectors including the Bar Council, Dennis Publishing, the British Council and the Royal College of Nursing.