Direct Marketing Law in the 21st Century Seminar

Today’s Hottest Issues and Your Required Response

• Text message marketing: Where the law stands now
• How to approach wireless marketing in a changing legal climate
• Pre-recorded messages: What’s all the fuss about?
• Update on pre-screened offers and the Fair Credit Reporting Act

Respond to Increasing Privacy Pressures

• Tips for creating a sound online privacy policy
• Networking advertising, collecting information, and privacy
• Adhering to the DMA Privacy Promise
• International privacy and your obligations under the Europe Data Directive
  and Canada’s Personal Information Protection and Electronic Documents Act
• Handling sensitive information? New developments in financial and health care privacy
• Marketing to children without worry: The Children’s Online Privacy Protection Act
• What you need to know about list practices, list hygiene, and who you share lists with – in a nutshell
• Where the FTC is focusing its privacy enforcement now
• Make sense of the new tide of privacy legislation out of California

Ensure the Security of Your Data

• Essentials steps in a security breach notification
• How laws recently enacted in 35+ states impact your practices

Comply with Changing Advertising Rules

• When and how the FTC’s state laws apply to you
• What makes comparative advertising deceptive under the FTC
• Endorsements and testimonials: Do yours pass the FTC’s rigid test?
• Know your rights and risks when using the word “free” in advertising
• Warranties: What the law does and doesn’t require

Advertise Online Without Legal Consequences

• Demystify the legal complexities of search engine advertising
• How to safely take a stake in the social networking world
• Legal issues you may confront as a blogger
• Adware/spyware: The confusing security, privacy, and legal issues
• Alleviate risk when using behavioral targeting

Understand Where Telemarketing Is Today and Where It’s Headed

• The national do-not-call registry: Where we are today
• A clarification of FTC and FCC rules
• Required disclosures – critical checkpoints
• What’s changing in state laws

Market by E-mail Within Legal Boundaries

• Your obligations under the CAN-SPAM Act
• How the FTC’s rules on “primary purpose” draw a new line for marketers
• How failure to properly identify the “sender” of commercial e-mail could cost you
• FCC’s Wireless Domain Registry: Do you met the legal requirements?
• Update on new Utah and Michigan laws related to child protection registries

Update Your Knowledge of Fax Marketing and the Law

• The Junk Fax Prevention Act: How to follow the letter of the law
• What you must know about “established business relationships” before you send a fax

Make Sure Your Sweepstakes and Promotions Are Legal

• The important difference between a sweepstakes and a lottery
• Keeping up with the many confusing state requirements

Sidestep Legal Pitfalls in Order Fulfillment

• Common misconceptions about the “30-day rule”
• Grasping the important concept of negative option

Protect Your Company’s Intellectual Property

• Keeping your intellectual property safe
• Defining intellectual property – trademarks, copyrights, trade secrets, and beyond
• The latest strategies for protecting your Web site and domain

Win Consumer Loyalty Through Self-regulation

• Implementing industry-developed best practices for self regulation
• How self-regulation builds consumer trust
• How you, as a marketer, can and must “do the right thing”