Compliant and Effective Social Media and Marketing Rebecca Stamey - PowerPoint PPT Presentation

Compliant and Effective Social Media and Marketing Rebecca Stamey ‐ White www.beveragelaw.com @boozerules 2015 ADI Conference – April 1, 2015 1

Agenda • De fining Yo ur Bra nd thro ug h So c ia l Me dia • Alc o ho l Be ve ra g e Adve rtising L e g a l L a ndsc a pe – F e de ra l & Sta te • Adve rtising a nd So c ia l Me dia T ra ps a nd So lutio ns • Be st Pra c tic e s & Re a l Wo rld E xa mple s Hinma n & Ca rmic ha e l L L P 2 www.b e ve ra g e la w.c o m

WHY? 3

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Baby Boomers • Orig ina l • Ma ve ric k • L uxury • Va lue pro po sitio n • Bra nd lo ya l • Pre mium-b ra nd drive n • Re la xa tio n, re wa rds Hinma n & Ca rmic ha e l L L P 7 www.b e ve ra g e la w.c o m

Millennials • Org a nic & g e nuine • Uniq ue • Va lue v. va lue s • Co nsc io us/ susta ina b le -minde d • Adve nturo us • Disruptive • So c ia l & influe nc e rs • F OMO, se lfie , ME Hinma n & Ca rmic ha e l L L P 8 www.b e ve ra g e la w.c o m

Branding Questions Wha t a re yo ur va lue s & ho w do e s yo ur b ra nd • re pre se nt the m? Wha t is yo ur vo ic e a nd yo ur me dia fo r sha ring it? • Wha t c o nve rsa tio n do yo u wa nt a ro und yo ur • b ra nd? Who a re yo ur c usto me rs? • Whe re do the y find yo u? Whe re & ho w do the y • e njo y yo ur pro duc t? Ho w do yo u se nd a c o nsiste nt, a lig ne d & inte g ra te d • ma rke ting me ssa g e ? Wha t a re yo ur b ra nd pa rtne rs? • Hinma n & Ca rmic ha e l L L P 9 www.b e ve ra g e la w.c o m

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Prioritizing Hinma n & Ca rmic ha e l L L P 11 www.b e ve ra g e la w.c o m

Marketing Compliance Advertising Promotions Events Hinma n & Ca rmic ha e l L L P 12 www.b e ve ra g e la w.c o m

State and Federal Laws Apply • Dua l Jurisdic tio n & Cro ss-Vio la tio ns • T T B So c ia l Me dia Guida nc e a nd Adve rtising Re g ula tio ns • Sta te re g ula tio ns • T he re a re no g e ne ra l rule s – e ve ry sta te is uniq ue • IF IT ’S NOT SPECIF ICAL L Y PERMIT T ED, IT ’S L IKEL Y PROHIBIT ED. IF IT ’S PERMIT T ED, IT MUST F OL L OW ST AT E AND F EDERAL RUL ES. Hinma n & Ca rmic ha e l L L P 13 www.b e ve ra g e la w.c o m

The Lowest Common Denominator Soc ial me dia site s r e ac h c onsume r s anywhe r e and ar e c onside r e d adve r tising by T T B. What laws do you have to c omply with? o F e de ra l o Sta te s whe re lic e nse d o Sta te s whe re ma rke ting ta ke s pla c e o T a ilo r na tio na l a dve rtising c o mplia nc e to the mo st re stric tive sta te o E ve nt a dve rtising is sta te spe c ific Hinma n & Ca rmic ha e l L L P 14 www.b e ve ra g e la w.c o m

What is Advertising According to TTB? “a ny writte n o r ve rb a l sta te me nt, illustra tio n, o r de pic tio n whic h is in, • o r c a lc ula te d to induc e sa le s in inte rsta te o r fo re ig n c o mme rc e , o r is disse mina te d in ma il… ” I nc luding “a ny writte n, printe d, g ra phic , o r o the r ma tte r... a nd b ro a dc a sts ma de via ra dio , te le visio n, o r in any me dia. ” 27 CF R 4.61 othe r E ve r y post, blog e ntr y and twe e t is an adve r tise me nt, and must • c omply with both fe de r al and state law Hinma n & Ca rmic ha e l L L P 15 www.b e ve ra g e la w.c o m

Federal Requirements y State me nts (27 CF R 5.63) • Mandator o Re spo nsib le a dve rtise r – na me a nd a ddre ss (c o unty a nd sta te ) o f pe rmitte e if g e ne ra l line o r c o mpa ny o r c o nsume r spe c ia lty ite m – if o nly o ne pro duc t, the n a lso ne e d c la ss & type , a lc o ho l c o nte nt, pe rc e nta g e o f ne utra l spirits & na me o f c o mmo dity, distilla tio n so urc e o Must b e o n ho me / pro file pa g e : (1) c o nspic uo us a nd re a dily le g ib le ; (2) c le a rly a pa rt o f a d; (3) re a dily a ppa re nt Hinma n & Ca rmic ha e l L L P 16 www.b e ve ra g e la w.c o m

Federal Requirements ac tic e s : Pr ohibite d Pr o No fa lse o r misle a ding sta te me nts o No sta te me nts inc o nsiste nt with the la b e l o No sta te me nts dispa ra g ing a c o mpe tito r’ s pro duc t o No misle a ding he a lth c la ims o No misle a ding g ua ra nte e s Hinma n & Ca rmic ha e l L L P 17 www.b e ve ra g e la w.c o m

Limited State Guidance • I L a nd CA: re ta ile r a dve rtising a pe r se thing o f va lue , unle ss a n e xc e ptio n (b ills pro po se d ma y c ha ng e this if pa sse d) • WA: so c ia l me dia o k, do n’ t a ppe a l to o r so lic it vie we rs unde r 21 • OR: ha ppy ho ur re stric tio ns • T X: re ta ile r lo c a to rs o ka y • Othe rs pe rmit so c ia l me dia a dve rtising witho ut g uida nc e (e .g ., K Y, NC) Hinma n & Ca rmic ha e l L L P 18 www.b e ve ra g e la w.c o m

Other Legal Guidance Othe r applic able ar e as of law • o Co pyrig ht, tra de ma rk, priva c y, 1 st Ame ndme nt la w F T C R e por t on Se lf-R e gulation in the Alc ohol Industr y • DISCUS Code of R e sponsible Pr ac tic e s & Digital • Mar ke ting Guide line s • Ag e -a ffirma tio n, re spo nsib le c o nsumptio n sta te me nt, so c ia lly re spo nsib le c o nte nt • 71.6% o f inte nde d a udie nc e must b e re a so na b ly e xpe c te d to b e a b o ve le g a l drinking a g e & mo de ls 25+ • Re vie w po ste d c o nte nt o fte n, b e tra nspa re nt a b o ut a ds, re spe c t priva c y, b e mindful o f fo rwa rda b le c o nte nt • Co mpla int pro c e ss Hinma n & Ca rmic ha e l L L P 19 www.b e ve ra g e la w.c o m

Social Media Demographics 12/ 13 Facebook Twitter Instagram Pinterest Tumblr Spotify YouTube ComScore 84.6% 81.6% 77.7% 88.5% 75.2% 71.8% 79.8% Nielsen 87.8% 90.1% 86.2% 91.7% 85.9% 82.1% 83.2% Age Yes Yes No No No No Yes Gate 3/ 14 Shopkick foursquare Vine Snapchat ComScore (All 98.2% 97.0% 74.4% 73.7% Smartphones) Age Gate No No No No Hinma n & Ca rmic ha e l L L P 20 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers Re c e nt Ac tivity: CA Cha rity e ve nts, CA Gra pe • E sc a pe , I L T PP # 2 “Of Va lue ” Vio la tio ns Be ve ry c a utio us o f adve r tising and e ve nts that • involve both supplie r s and r e taile r s If r e taile r r e c e ive s any be ne fit fr o m the supplie r • payme nt, invo lve me nt o r adve r tising, the n yo u might have a pr o ble m Hinma n & Ca rmic ha e l L L P 21 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers • ST ART I NG POI NT : I n pe r se sta te s tha t do no t the fe de ra l induc e me nt & e xc lusio n sta nda rd, supplie rs ma y no t pro vide a ny “thing o f va lue ” to re ta ile rs, inc luding a dve rtising , the re a re ma ny e xc e ptio ns to the rule … • BUT Hinma n & Ca rmic ha e l L L P 22 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers E xc e ptio ns fo r Ce rta in E ve nts Off Yo ur Pre mise s Bo ttle Sig ning s • I nstruc tio na l E ve nts fo r Co nsume rs • Re ta ile r T a sting s • Hinma n & Ca rmic ha e l L L P 23 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers Sta te -spe c ific pro visio ns fo r e ve nts: Usua lly b a sic info rma tio n ONL Y: o Who , wha t, whe n, whe re a nd ho w o No listing re ta il pric e s o f wine o No la uda to ry re fe re nc e s (b e st b istro e ve r!) o r pic ture s o f the pre mise s o Re ta ile r c a n a dve rtise the e ve nt se pa ra te ly (inc luding in so me c a se s purc ha sing a n a d o n supplie r’ s we b site / so c ia l me dia pla tfo rms) b ut no c o st-sha ring with supplie rs Hinma n & Ca rmic ha e l L L P 24 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers • Spo rting E ve nts: ma ny diffe re nt fla vo rs a nd o fte n invo lve a no n-pro fit o PGA T o ur o L o c a l T ria thlo n o Do na tio ns o f Pro duc t v. Spo nso rships • Ma ny sta diums & a re na s ha ve spe c ific sta tuto ry tie d-ho use e xe mptio ns in the c o de Hinma n & Ca rmic ha e l L L P 25 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers Cha rity E ve nts • Must b e a ppro ve d b y sta te ABC, diffe re nt type s o f c ha ritie s ha ve diffe re nt privile g e s • Be wa ry o f e ve nts invo lving re ta ile rs, i.e ., Gra pe E sc a pe • I t’ s the c ha rity’ s e ve nt, no t the pro duc e r’ s (ma rke ting a nd pro fits) Hinma n & Ca rmic ha e l L L P 26 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers E xc e ptio n: Re ta ile r L o c a to rs • T wo o r mo re una ffilia te d re ta ile rs, unde r 27 CF R pa rt 6.98 • But sta te s ma y b e mo re re stric tive (so me pe rmit lo c a tio n, no t the ide ntity o f re ta ile rs tha t c a rry the pro duc t) Hinma n & Ca rmic ha e l L L P 27 www.b e ve ra g e la w.c o m

Example Hinma n & Ca rmic ha e l L L P 28 www.b e ve ra g e la w.c o m