Fast track, deep-learning for clients and agencies engaged in digital marketing.
If you’re involved in any form of online marketing activity this one day intense digital marketing law course is a must. Bringing you bang up-to-date with current and forthcoming UK and EU legislation that could seriously undermine digital marketing strategies.
Overview
Building around key thematic areas, The Digiterati trainer Duncan Smith, of leading digital law firm, iCompli, will guide you through the core legislation which will impact on many areas of your digital marketing strategy and its execution. Duncan will use real-world practical examples of the day-to-day application of the law in the broad sequence of marketing events that digital marketers are responsible for.
You will leave with increased knowledge of how current UK law affects marketing processes and how you can apply new knowledge to improve current marketing practice, staying within the law.
Those responsible for email marketing, ad retargeting, website policy, social media management and content marketing – among others – are highly encouraged to attend.
What You’ll Learn
- Privacy by Design
- Privacy Impact Assessments
- Preparing for the new EU Data Protection Regulation
- Marketing Consent
- Consent management
- Opt-in versus opt-out
- The New EU Regulation and explicit consent
- Latest on web cookie law
- Online behavioural advertising law
- Staying compliant with the ASA CAP Code
- Email and SMS legal issues
- How to avoid the SPAM trap and heavy fines
- The amended PECR Regulations
- Social media compliance
- Twitter compliant sponsored advertising #SPON #ADS
- Facebook libel and defamation
- User Generated Content and liability
- YouTube vlog ads and ASA compliance
Basic Law – where from and what is it designed to do
- Putting the law into context for the marketing professional.
- How to use the knowledge gained to create better marketing returns.
The core principles of the Data Protection Act 1998 ‘in digital marketing context’
- How to structure a Privacy Notice to generate maximum data value and still be legal
- Relating the life cycle of personal data to digital marketing processes.
- Where does the law impact on the lifecycle of customer and prospect data?
- Understanding the core principles and how they impact on consent to use personal data for marketing.
- What is ‘consent’, how is it obtained, and why is it SO valuable.
Email, SMS and telephone marketing channels, key legislation
- The Privacy and Electronic Communications (EC Directive) Regulations 2003 and how do they impact on your email and SMS marketing Channels.
- Applying the current UK legislation to your business processes e.g. outbound telesales, e-mail marketing, SMS marketing and the web
Personal data on mobile platforms; how to stay legal
- Interpreting the Information Commissioner guidelines on compliant data capture on mobile Apps.
The Web Channel – Privacy and Electronic Communications (EC Directive) Regulations (PECR) 2003 and non-Regulatory issues
- The Advertising Standards Authority CAP Code
- A look at how the ‘Cookie Laws’ have evolved and how to comply.
- ASA expects us to be lawful, decent; honest and truthful in all our online advertising. What does this mean for websites?
Social media – how law impacts use of SM including the use and management of UGC
- Including the statue laws, common laws and regulatory codes (ASA CAP Code) which apply
- Increasing use of SM to target specific groups requires a detailed understanding of how the technology can drive compliance issues. We will look at image rights, content rights, defamation & libel, intellectual property.
The Gambling Act 2005
- Associated laws and SM platform agreements
- Facebook Terms and Conditions
- How to make certain your competitions and prize draws are not illegal lotteries.
- How to manage competitions on social media.
Consumer rights legislation
- The impact of the Consumer Protection from Unfair Trading Regulations 2008 and the emerging Consumer Rights Bill 2014
- How consumer rights are protected, what impact does ‘digital’ have? What is the new Consumer Rights Bill 2014 and how might it affect you?
Your marketing strategies
- How will you APPLY your new knowledge to current or planned marketing events?
- What will you change/improve?
- Applying your knowledge to current marketing activities.
- Building a weekly, monthly, quarterly checklist.
About the Trainer
Duncan Smith is a Director of iCompli® Ltd., a specialist consultancy delivering compliance solutions in the arena of information law, privacy and corporate social responsibility. Duncan works closely with clients to implement practical, technology-led solutions to help deliver the lawful, ethical and profitable use of personal data.
An excellent speaker and motivator of people, he has delivered solutions to a wide cross section of UK industries in both the public and private sectors.
Duncan develops and delivers training courses for many of the UK’s leading Professional Bodies and has delivered information law and privacy courses for the Institute of Direct Marketing (IDM), the Chartered Institute of Marketing (CIM), and the Association of Certified Chartered Accountants (ACCA). In association with the Manchester Metropolitan University (MMU), Duncan delivered the compliance and legal content for the MSc in Digital Marketing Communications.
