The Council of Better Business Bureaus (BBB) recently announced that it will be increasing its enforcement efforts for website operators that participate in online behavioral advertising (OBA), which is targeted advertising to consumers based upon their interests. The BBB is responsible for enforcing the self-regulatory code created by the Digital Advertising Alliance (DAA), which requires website operators to provide additional information regarding their OBA activity.
Promotions, Sweepstakes & Contests
Arent Fox has assisted its clients with some of the biggest and boldest promotions launched in the past decade. Our clients are creative and savvy, and look to their lawyers for solutions that take into consideration the vision for the promotion as well as the legal parameters. As such, we recognize that there are risks worth taking, while advising on strategies to minimize those risks. Our attorneys guide clients on all aspects of the development of a promotion. We routinely assist clients with the structure, terms, marketing materials, and fulfillment issues both in the United States and globally.
By now, most consumers are familiar with those sponsored links that appear on Yahoo!, Google, or Bing after they search for something on the Internet. Those “keyword” advertisements are a significant source of revenue for the online search engines, appearing on consumers’ computer screens next to the “organic” search results when consumers type in relevant phrases or terms. The ads work because they are designed to mirror the consumer’s search and ideally to provide the consumer with exactly what they were looking for.
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).
ABOUT ARENT FOX LLP
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.