{"id":287,"date":"2015-10-28T12:43:33","date_gmt":"2015-10-28T18:43:33","guid":{"rendered":"http:\/\/ericlambert.net\/blog\/?p=287"},"modified":"2015-10-28T12:43:33","modified_gmt":"2015-10-28T18:43:33","slug":"consumer-disclosure-emojis-mobile-social-marketing","status":"publish","type":"post","link":"https:\/\/ericlambert.net\/blog\/2015\/10\/28\/consumer-disclosure-emojis-mobile-social-marketing\/","title":{"rendered":"“Consumer Disclosure Icons” in Mobile and Social Marketing"},"content":{"rendered":"

The advent of mobile and social marketing has created a significant headache for attorneys and marketers alike. \u00a0The FTC has stated that\u00a0consumer disclosure requirements to avoid deception<\/span> (e.g., ensuring that disclosures are clear and conspicuous, are in close proximity to the statement requiring the disclosure, are sufficiently prominent, are in understandable language, are not hidden behind a non-descriptive\u00a0hyperlink, etc.)\u00a0apply to marketers regardless of the medium in which they are delivered<\/span>. \u00a0Whether you’re delivering a marketing communication via email to a desktop computer, via social media, or to a mobile or wearable device, these rules apply.<\/p>\n

The result is an understandable tension between attorneys trying to ensure that required disclosures are being made to control risk, and marketers seeking to deliver a compelling message and CTA (call to action) in a limited amount of space. \u00a0Attorneys need to partner with their marketing brethren to find creative solutions\u00a0to achieve both goals.<\/p>\n

One idea for common ground here\u00a0from an industry perspective worth pitching is to develop a set of standard “consumer disclosure icons,” or CDIs, that use a single character to denote a standard marketing disclosure phrase, e.g., “additional purchase required,” “no purchase necessary,” “subscription required,” “terms and conditions apply,” “sponsored promotion,” “paid advertisement,” etc. \u00a0These could be something as simple as a set of initials in a box, such as the following for “no purchase necessary”:<\/p>\n

\"NPN\"<\/a><\/p>\n

Using these as a single character\u00a0in a standard browser font\u00a0would mean each\u00a0CDI\u00a0only takes up one character in a text-based communication, freeing up valuable real estate for the communication itself. \u00a0Each could be a hyperlink to a page with explanations of the\u00a0meanings of standard CDIs. \u00a0Companies would want to use them consistently, e.g., at the\u00a0end of each\u00a0paragraph with\u00a0claims\u00a0triggering a disclosure.<\/p>\n

CDIs\u00a0would not work for non-standard disclosures, and companies would need to be careful not to improperly use CDIs where a custom disclosure is required.<\/p>\n

Through efforts such as “Operation Full Disclosure” in\u00a0September 2014, the FTC is looking to the industry to demonstrate their compliance with standard consumer marketing requirements even as the medium in which these messages are delivered continues to evolve (and shrink in size). \u00a0Devising a set of consumer disclosure icons for\u00a0common disclosures in visual mobile\u00a0and social marketing may be a solution embraceable by marketers, attorneys and regulators alike.<\/p>\n","protected":false},"excerpt":{"rendered":"

The advent of mobile and social marketing has created a significant headache for attorneys and marketers alike. \u00a0The FTC has stated that\u00a0consumer disclosure requirements to avoid deception (e.g., ensuring that disclosures are clear and conspicuous, are in close proximity to … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,6,1],"tags":[96,124,172,181],"class_list":["post-287","post","type-post","status-publish","format-standard","hentry","category-legal","category-marketing","category-uncategorized","tag-ftc","tag-marketing","tag-social-marketing","tag-text-marketing"],"_links":{"self":[{"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/posts\/287","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/comments?post=287"}],"version-history":[{"count":0,"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/posts\/287\/revisions"}],"wp:attachment":[{"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/media?parent=287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/categories?post=287"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ericlambert.net\/blog\/wp-json\/wp\/v2\/tags?post=287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}