Online Marketing Compliance: Rules of the Internet Highway

Tropicana is among the latest companies to face a lawsuit alleging deceptive advertising and violations of U.S. consumer-fraud laws. The lawsuit alleges that rather than being "100% pure and natural," as Tropicana claims, its orange juice is subject to extensive processing, including the addition of aromas and flavors – and that these claims, made on the company's website and juice cartons, are deceptive advertising.

The Federal Trade Commission's (FTC) truth-in-advertising standards apply to online marketing as they do for marketing through other media. In addition, special rules apply when marketing through email, making comparative claims, presenting endorsements, or sponsoring contests, sweepstakes, and giveaways. And if you're using social media for marketing and promotion, be warned: Social-media marketing isn't exempt from the prohibitions against deceptive marketing.

Because it carries a real threat of lawsuits, penalties and fines, noncompliance with marketing laws can be very costly — not just for organizations as a whole, but also for their employees. For this reason, it's important for employees who are involved in online marketing efforts to receive marketing-compliance training to help them develop an understanding of deceptive-marketing rules and guidelines and how they affect employees' day-to-day duties and responsibilities.

Categories: General Business Compliance