Marketing Cyberlaw

Marketing Cyberlaw

Introduction Marketers must confront many legal issues in today's society in order to create a successful business. Many marketing elements are within their control however they must also deal with the competitions marketing strategies or new technologies. Marketers are quickly leaving their television, print, and radio ads to the way of the future, the Internet. Businesses local, regional, and national have quickly embraced the Internet as an inexpensive means of advertising to reach a larger target audience. The Internet has become the one of the most effective ways advertise, and sell goods and services. The Internet can simply be defined as a network of networks which produces a "new medium of worldwide human communication" (The Cyberethics Reader p.ix). Although this opens up a world of possibilties for the Marketing profession, they must also be careful in following what has now become known as "Cyberlaw." Cyberlaw is defined as: "encompassing all the cases, statutes, and constitutional provisions that impact persons and institutions who control the entry to cyberspace, provide access to cyberspace, create the hardware and software which enable people to access cyberspace, or use their own computers to go "online" and enter cyberspace (UCLA Online Institute)". The difficulty with many in the Marketing professional is that a large amount are not trained in the law, or do not consider legal implications of their marketing actions. As Marketers enter the new frontier of Marketing on-line, there are many "Cyberlaws" that they must adhere to such as domain names, trademarks copyrights, jurisdiction, security, and ethics. Domain Names & Trademarks Every website that a marketer creates must use a domain ...

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...d access (American Marketing Association). Marketers must follow five general Internet guidelines or responsibilities when conducting business online. The first is to protect individuals privacy rights (American Marketing Association). The next is extremely important for anyone using the Internet. However marketers must keep within rapidly changing Internet regulations. The third responsibility is "effective communication to organizational members on risks and policies related to Internet marketing" (American Marketing Association). In other words the marketer is responsible for the actions of the employees working underneath them. Make sure they understand all regulations and policies. Lastly, all stakeholders must uphold ethical Internet policy to the highest regards. Any marketer who wants to create a successful business with follows these rules and regulations.