, Rules & Regulations

Transcription

1 , Rules & Regulations Social Media and Digital Communication Social Pro = #SocPro Steve Lee, APR 1

2 A Simple Contract Permission-based marketing Be clear what you want to send Information, promotional offers, education, entertainment, requests Send only what you promise Don t surprise the recipients or they will quickly unsubscribe from your list Don t sell or trade them to others Your privacy policy protects your users Honor your subscribers Listen to their responses 2

3 Legalities CAN-SPAM Act of 2003 Controlling the Assault on Non-Solicited Pornography And Marketing Adopt common term, Spam, for unwanted Enacted to cut down on unsolicited Has not, to this day, significantly reduced the volume of spam 3

4 CAN-SPAM Rules A commercial electronic mail message is: Any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service. 4

5 CAN-SPAM Rules General Rules You may send s only to those addresses specified by individuals who subscribe to receive your s Do not send multiple copies of the same to the same individual address Do not send unsolicited s asking permission to send additional s Do not trick users into subscribing Do not force users to subscribe in order to receive services, offers or coupons 5

6 CAN-SPAM Rules Unsubscribe Compliance Each must carry a visible and operable unsubscribe mechanism Consumer opt-out (unsubscribe) requests must be honored within 10 days Opt-out lists, or suppression lists, are only used for compliance purposes These are general no-no lists managed by outside groups or services 6

7 CAN-SPAM Rules Content Compliance From address must be accurate Should be from the sponsoring company or an individual within that sponsoring company Subject line must be relevant and not deceptive to the body of the A legitimate physical address of the publisher or advertiser must be present Must be clearly labeled if of adult content 7

8 CAN-SPAM Rules Sending Behavior Compliance Messages cannot be sent through an server with an open relay One server sends s through another server, a favorite trick of spammers Sender domains must have an accurate PTR record (reverse domain pointer, IP) Messages may not be sent to harvested addresses (unsolicited, obtained from web and blog sites) A message may not falsify header information 8

9 CAN-SPAM Rules Other Rules Spoofing or phishing are prohibited Look-alikes, forgeries, or similarities EX. Paypal, Amazon, Linkedin, Facebook Deception is prohibited Subscription under false pretenses Outright hijacking Using another s computer or system to send s without the permission or direct action of that person 9

10 These messages are classified relationship messages 10 Exceptions Content exceptions Religious messages Political messages National security messages Business customer exception An organization may it s existing customers or any who have inquired about its products or services, even if the individuals have not given permission In order to fulfill a transaction

11 More Rules California Civil Code In addition to CAN-SPAM May not pre-select the opt-in or subscribe buttons on form pages May not force subscription in order to receive services, enter contests, receive offers or access product support Especially in Facebook 11

12 Child Protection Child Protection Act of 1998 May not communicate directly with individuals age 12 or younger May not obtain or store information provided by individuals age 12 or younger May not market directly to individuals age 12 or younger or provide uncontrolled purchase mechanisms In-app purchases must be curtailed 12

13 Thank You Steve Lee, APR Twitter.com/SMUSocPro Class Hashtag: #SocPro Linkedin.com/in/SteveLeeAPR Twitter.com/SteveLeeAPR Facebook.com/SteveLeeAPR Instagram: SteveLeeAPR Snapchat: SteveLeeAPR 13