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Articles

Advertising on Social Media: How to Avoid Legal Problems

September 19, 2014

Articles

Advertising on Social Media: How to Avoid Legal Problems

September 19, 2014

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Consider this: 83 percent of marketers have indicated that social media is important for their businesses, according to the Social Media Examiner. In 2013, spending on social media ads in the U.S. was $6.2 billion, accounting for nearly 14 percent of all online advertising. And, according to the SocialTimes, businesses have projected doubling their social media marketing budgets in the next five years.

While marketing departments rapidly have embraced social media advertising, legal departments are cautious in giving them the green light. Trying to keep your company’s marketing timely and clever, while also making sure it is legal, can be a juggling act for many.

To most, the benefits of social media advertising are clear. The cost is low, and such advertising has both a broad reach and a target focus; really, the best of both worlds for marketers. Social media advertising also allows brand owners to easily and instantaneously interact with an infinite number of consumers, and when those consumers “share” an ad with their friends or colleagues, it revitalizes the ad in ways traditional advertising just can’t.

But, while social media advertising has many benefits, it also raises new legal challenges that every company should be considering carefully in order to promote and protect their brands and reputations effectively.

This article first appeared on law360.com on September 18, 2014 and can be read in full here.

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