BLOOMBERG BNA WEBINAR EVENT: User Generated Content and Native Advertising: Intellectual Property and Adequate Disclosure Ramifications
Thursday, October 17, 2013
1:00 PM - 2:00 PM ET
As marketers continue to utilize social media as a more integral part of how they communicate with their consumers, the sophistication of the interactions and the platforms and capabilities have grown significantly. No longer are marketers simply developing microsites and running simple promotions that live on the site. Instead, marketers are taking advantage of platforms such as Facebook, Instagram, Twitter, Vine, and others to interact with consumers in more ways including via hashtags and applications. This raises additional and novel legal issues related to intellectual property infringement and right of privacy and publicity claims.
Marketers also are going further and are trying to integrate advertising in a more seamless fashion to consumers. This phenomenon, called native advertising, is content that promotes a brand or product in the native format of the website, publication, or platform in which it is presented. Native advertising looks different for each medium, for instance, a Sponsored Story on Facebook, Featured Partner content on BuzzFeed, a branded or promoted playlist on Spotify, or a traditional advertorial page in a magazine are all types of native advertising.
In addition to the user generated content and intellectual property issues described above, native advertising has generated concern and debate over the need for adequate disclosure and guidelines to ensure that consumers are aware that the content is advertising. Also, the need to keep the content consistent with advertisers’ and publishers’ core brand values so that consumers will remain engaged is an issue.
Marketers and their legal counsel need to be aware of the ever-changing digital media landscape and the novel issues that surround marketing activities online, particularly via social media channels.
- Learn about native advertising and related FTC and FCC regulatory compliance.
- Gain a better understanding of the terms and conditions of social media platforms such as Facebook, Twitter, Instagram, Pinterest, and Vine.
- Find out about the attendant risks in running user generated content advertising and promotions via hashtags or applications.
Who would most benefit from attending this program?
This program would benefit intellectual property counsel and general in-house practitioners who want to better understand the risks of advertising and integrating brand content online via social media channels.
Program Level: Basic
Credit Available: This program’s CLE-credit eligibility varies by state.