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Corporate & Social Responsibility Self-Regulatory Program Tweeting, Friending and getting more Fans may be your latest focus…but is your organization in compliance? Do you know the current marketing best practices across channels? Postal, email, behavioral, data transfer? Recognizing the vital link between consumer confidence and a healthy future for multichannel, data-driven direct marketing, DMA has long been committed to helping members to work hard to build consumer trust and “do the right thing” when it comes to the issues the public cares about. Corporate & Social Responsibility Sessions Monday, October 11 Rules of the Road for Online and Interactive Marketing: How to Comply with the Evolving Legal and Self-Regulatory Framework Discussion of legal rules and DMA guidelines for online and interactive marketing, from CAN-SPAM, Online Behavioral Advertising, negative option/appropriate consent, blogging, and social media marketing. Speakers: Monday, October 11 Rules for Mobile Marketing: Legally Reaching Important New Audiences The rules for contacting wireless devices are complex and vary depending on the type of communication sent. Rules for sending a text message, for instance, are different from those for sending an email or placing a phone call. Federal regulations and DMA guidelines prohibit contacting wireless telephone numbers when called parties pay the charges. This session will discuss the rules of the road and best practices for marketers to legally and effectively reach potential customers. Learn essential information for marketing in the mobile world. Speakers: Monday, October 11 Social Media: Where the Legal Guardrails Are and How to Use Them Social media are the new Wild West. Employees can innocently and instantaneously expose their companies to liability: privacy, copyright, trademarks, trade secrets, product disparagement, unfair competition, and libel. The law is evolving in this space at Internet speed. Practical tips on spotting issues, training, and managing complaints, as well as do-it-yourself tools and checklists are provided. Speakers: Tuesday, October 12 The Do’s & Don’ts of Marketing Best Practices, Update on DMAChoice.org An overview of DMA’s guidelines including the latest changes and highlights of key best practices. This includes DMA’s Commitment to Consumer Choice, the DMAchoice.org site, marketing to children and other recent ethics concerns, and more! Learn what you need to know to remain in compliance with DMA’s guidelines, and come prepared to ask questions. Speakers: Tuesday, October 12 Print & Digital: Strategies and Practices That Earn and Measure a "Green" Return Paper and print are often the focus for continuous environmental improvement in marketing. Print offers many environmental positives that could and should be part of any brand's sustainability advantage. Digital marketing, too, has numerous opportunities to improve its environmental credentials. From information technology that enables more efficient electronic message delivery and dialogue, to a "smarter" data center that supports all channels of communications, marketers in the digital space can pursue strategies and practices that earn and measure a "green" return. If you’re a multichannel marketer (and who isn’t?) this session is a "must." Speakers: Tuesday, October 12 Is More Data Always Better? The Legal Risks of Data Collection, Storage and Use in Marketing From a marketing perspective, it has been a truism that having more data about your target customer is always better. But with the increasing regulation of data collection, storage and use, marketers, and particularly those operating in the online arena, now need to ask themselves a number of questions before gathering that extra bit of data, including: Can I legally collect it? How long should I retain it? And finally, do I really need it, i.e., does the utility of the data outweigh the risks of collecting it? This program will provide an overview of recent developments in the regulation of data collection, storage and use, including state and federal laws governing data collection and data privacy, Federal Trade Commission enforcement actions under COPPA and Section 5 of the FTC Act, and private lawsuits relating to data collection, privacy, and security. The program will conclude by offering some guidelines for the marketer to use in answering these questions. Speaker: Tuesday, October 12 Sinners & Saints: The FTC on “Greenwashing” and How Green Is Good for the Bottom Line Take a close look at how some brands are keeping sustainability and social responsibility front-and-center in their market outreach efforts while cutting expenses and keeping the Chief Financial Officer happy all the same. Ever heard of “greenwashing?” Hear from FTC observers about the agency's newly updated Green Guides for marketers. Learn what's new to make sure that your brand does not commit one of the "Seven Deadly Sins of Greenwashing." Speakers: Wednesday, October 13 Green, Clean… Legal! Questions You Need To Ask Your Paper Supplier Does your printer supply your paper? What questions should you ask your printer or paper supplier? The U.S. Lacey Act, a 100-year old law, was updated in 2008 to include plant-based imports such as paper and wood products. New declaration requirements for imported paper products are being introduced this year. Hear how forestry chain-of-custody certification schemes like FSC, SFI and PEFC help with Lacey Act compliance. Learn what paper companies and printers are doing to protect themselves and their customers in an environment where enforcement is ramping up. Speakers: Wednesday, October 13 Social Responsibility: Fostering Ethical Marketing Practices The significant organizational, personal, and societal costs emanating from unethical education in marketing behavior will be discussed. The Education Marketing Council’s Best Practice Code will be presented and participants will be able to offer input. Finally, how organizational commitment to fostering ethical marketing practices can be accomplished by top management leadership, codes of ethics, and best practices will be presented. Speaker:
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Session Tracks
