Behind the Scenes

Arent Fox's advertising law blog - latest news and trends in advertising, data security & privacy, and fashion & entertainment.

Behind the Scenes
COPPA & GLB, Privacy & Security - US & Abroad, User-Generated Content
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Youthful Indiscretions? California Offers Minors a Clean Slate

Already one of the strictest states in the country when it comes to protecting online privacy, California recently passed another law that may require website operators to change their privacy policies. The new law would essentially be an insurance policy against youthful bad judgment, allowing minors to erase those embarrassing public comments or internet posts that could make for awkward conversation with a future admissions officer or employer.

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Advertising, E-Commerce
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Impending Launch of .CLOTHING and Other Fashion-Related gTLDs: Is Your Company Prepared?

As you may have heard, we are on the verge of a vast expansion of the Internet. Currently, there are only about two dozen generic top-level domains (“gTLDs”), such as .com, .net, and .info. However, there will soon be more than 1,000 new gTLDs, many of which are relevant to companies in the fashion and luxury goods industries. For example, third parties have applied for the right to operate .clothing and .fashion as new gTLDs. Other notable applications include .beauty, .boutique, .buy, .design, .home, .life, .lifestyle, .living, .luxe, .luxury, .sale, .shoes, .shop, .shopping, .store, and .style. Finally, a handful of premier fashion brands opted to apply for the exclusive right to operate the gTLD matching their brand, including .cartier, .chanel, .gucci, .hermes, and .tiffany, and some department stores also choose to apply for their brands, such as .bloomingdales.

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E-Commerce, Telemarketing & Other Direct Marketing
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CDA Provides Safe Harbor for Internet Service Providers, Leaves Businesses Up the Creek

Recent court decisions suggest that federal law may limit businesses’ legal options to hold an internet service provider liable for harmful or damaging content posted to the Web. Under the Communications Decency Act (CDA) – a 1996 law aimed at regulating obscene and indecent internet content – an internet service provider cannot be treated as the “publisher or speaker of any information” provided by a third party content provider, even when the service provider makes the information available to the public. Increasingly, courts are interpreting this “safe harbor” provision as establishing broad federal immunity for service providers against claims relating to third party content.

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Promotions, Sweepstakes & Contests, Social Media, User-Generated Content
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Recent Changes to Facebook Promotions Guidelines is Good News for Marketers

If you’re a business owner thinking about running a promotion on Facebook, your life just got a little bit easier. Facebook recently revised its Promotions Guidelines and is now allowing businesses to run promotions directly on their page timelines instead of requiring them to run promotions through Facebook applications (apps). That means that if you maintain an official Facebook page for your business or brand and want to run a sweepstakes or contest to publicize your business, you can now collect entries by having users post on your page, or by asking them to like or comment on a page post.

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California to Require Tracking Disclosures in Online Privacy Policies

Beginning January 1, 2014, websites and online service operators that collect consumers’ personally identifiable information will likely be forced to update their privacy policies to comply with a new law in California. Existing California law requires website and online service operators that collect personally identifiable information such as names, addresses, or social security numbers, to post privacy policies on their websites. Recently signed into law by the Governor of California, AB 370, “An Act to Amend Section 22575 of the Business and Professions Code, Relating to Consumers” will require website operators to add a section to privacy policies disclosing how they respond to “do not track” signals or other mechanisms that provide consumers a choice regarding the collection of personally identifiable information.

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Fake But Loving It: Concern Growing Over False Reviews on Yelp

Companies are advised to thoroughly investigate the companies they hire to manage their online reputations and reviews to ensure that only truthful and accurate reviews and comments from actual consumers are posted online. A company that does not thoroughly investigate the companies they use could find themselves in violation of the Federal Trade Commission’s (FTC) Guides Concerning the Use of Endorsements and Testimonials in Advertising (the 'Guides'). The Guides set forth the principles that the FTC uses when evaluating testimonials and endorsements.

The FTC and other regulators recognize that consumer endorsements and testimonials are a powerful selling tool for businesses and that some companies are exploiting that by writing and posting fake online reviews. Recent studies have estimated that almost 20% of Yelp reviews are fake or suspicious and filtered by Yelp’s fraud algorithm. To combat these tactics, regulators are investigating and taking action.

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Arent Fox LLP, founded in 1942, is internationally recognized in core practice areas where business and government intersect. With more than 350 lawyers, the firm provides strategic legal counsel and multidisciplinary solutions to clients that range from Fortune 500 corporations to trade associations. The firm has offices in Los Angeles, New York, San Francisco, and Washington, DC.