I recently read an article on The New York Times blog, “Even on Social Media, Marketers Must Provide Disclosure, Says Ad Group” which described new investigations into product disclosures not being provided with product claims on Pinterest.
The article touches on the key areas where companies must be extra mindful if they chose to participate in social media: regulatory compliance; intellectual property infringement; unauthorized activities includingdisclosure of confidential information, defamation,harassment, discrimination, criminal activity.
It is important to keep in mind that marketing and advertising rules apply to all platforms, including social media.
Other cases that have become more and more common when dealing with legal issues regarding social media:
As the digital landscape changes, so will the rules by which we abide. When hiring staff to handle social media, not only should they be provided with a strategic social media marketing plan, but should also be trained on the legality ramifications of social media as a communication tool.
Companies need to develop or refine guidelines specifically for social networking and electronic communications. There are also variations from industry to industry such as healthcare has HIPAA requirements to protect patient identity along with personal health information.
Social Media is great a vehicle for marketing your business however be mindful of strategy – not just from a marketing perspective, but from a legal perspective as well.
The SPLC’s Adam Goldstein has a helpful explanation of the FTC’s “testimonial” disclosure guidelines called “Tweeting your favorite things
What your editorial staff must know about federal rules governing endorsements in print and online”
written specifically for those working in the college media but useful for everyone, in the latest SPLC Report magazine