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

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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

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Compliant and Effective Social Media and Marketing

Rebecca Stamey‐White

www.beveragelaw.com @boozerules 2015 ADI Conference – April 1, 2015

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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 www.b e ve ra g e la w.c o m

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WHY?

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

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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 www.b e ve ra g e la w.c o m

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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 www.b e ve ra g e la w.c o m

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Branding Questions

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

  • 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?
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Prioritizing

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

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Marketing Compliance

Advertising Events Promotions

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

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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 www.b e ve ra g e la w.c o m

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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?

  • F

e de ra l

  • Sta te s whe re lic e nse d
  • Sta te s whe re ma rke ting ta ke s pla c e
  • 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

  • E

ve nt a dve rtising is sta te spe c ific

The Lowest Common Denominator

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

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  • “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,
  • 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

  • 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
  • the r

me dia.” 27 CF

R 4.61

  • 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

What is Advertising According to TTB?

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

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  • Mandator

y State me nts (27 CF

R 5.63)

  • 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

  • r c o mpa ny o r c o nsume r spe c ia lty ite m – if o nly
  • 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

  • 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

Federal Requirements

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

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Pr

  • hibite d Pr

ac tic e s:

  • No fa lse o r misle a ding sta te me nts
  • No sta te me nts inc o nsiste nt with the la b e l
  • No sta te me nts dispa ra g ing a c o mpe tito r’ s pro duc t
  • No misle a ding he a lth c la ims
  • No misle a ding g ua ra nte e s

Federal Requirements

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

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Limited State Guidance

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  • 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)

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  • Othe r

applic able ar e as of law

  • Co pyrig ht, tra de ma rk, priva c y, 1st 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

Other Legal Guidance

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

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Social Media Demographics

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 Gate

Yes Yes No No No No Yes

3/ 14

Shopkick

foursquare Vine Snapchat

ComScore (All Smartphones)

98.2% 97.0% 74.4% 73.7%

Age Gate

No No No No

12/ 13

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

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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

  • m the supplie r

payme nt, invo lve me nt o r adve r tising, the n yo u might have a pr

  • ble m

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

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  • 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

  • BUT

, the re a re ma ny e xc e ptio ns to the rule …

Social Media Trap #1: Advertising Retailers

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

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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

Social Media Trap #1: Advertising Retailers

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

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Sta te -spe c ific pro visio ns fo r e ve nts: Usua lly b a sic info rma tio n ONL Y:

  • Who , wha t, whe n, whe re a nd ho w
  • No listing re ta il pric e s o f wine
  • 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

  • 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

Social Media Trap #1: Advertising Retailers

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

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  • Spo rting E

ve nts: ma ny diffe re nt fla vo rs a nd

  • fte n invo lve a no n-pro fit
  • PGA T
  • ur
  • L
  • c a l T

ria thlo n

  • 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 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers

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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 www.b e ve ra g e la w.c o m

Social Media Trap #1: Advertising Retailers

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E xc e ptio n: Re ta ile r L

  • 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

  • f re ta ile rs tha t c a rry the pro duc t)

Social Media Trap #1: Advertising Retailers

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

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Example

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Example – Jack Daniel’s Few & Far Between

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

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Just the fa c ts, Ma 'a m!

Example – Permitted Events

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

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Example – Retailer Locator

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

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What if a c o nsume r po sts that the y be lie ve yo ur pr

  • duc t is

made with fair y dust and will give anyo ne who dr inks it supe r po we r s? Or wo r se …

Social Media Trap #2: Posts by Others

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

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  • L

imite d sa fe ha rb o r fo r po sts b y o the rs

  • Adve rtising DOE

S NOT inc lude e dito ria l

c o nte nt tha t is no t pa id fo r b y the lic e nse e o r writte n a t the dire c tio n o f the lic e nse e

  • I

.e ., po sts b y c o nsume rs o r re ta ile rs

Social Media Trap #2: Posts by Others

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

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Social Media Trap #2: Posts by Others

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

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Social Media Trap #3: Employee Posts

F T C Guide line s fo r E ndo rse me nts a nd T e stimo nia ls (16 C.F .R. 255): As o f De c e mb e r 1, 2009, b usine sse s no w ha ve the re spo nsib ility to e duc a te a nd re q uire disc lo sure fro m c o mpa ny e mplo ye e s a nd a ny influe ntia l b lo g g e rs the c o mpa nie s wo rk with o n so c ia l me dia ma rke ting pro g ra ms.

  • I

n e sse nc e , e mplo ye e s who disc uss yo ur c o mpa ny o r its pro duc ts o n the ir o wn pe rso na l so c ia l me dia site s must fully disc lo se the ir a ffilia tio n with yo ur c o mpa ny o n the se pe rso na l b lo g s, F a c e b o o k pa g e s, e tc .

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

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Social Media Trap #3: Employee Posts

E mplo ye e s who disc uss yo ur c o mpa ny o r its pro duc ts o n the ir o wn pe rso na l so c ia l me dia site s

must fully disc lose the ir affiliation with your c ompany o n the se pe rso na l b lo g s, F

a c e b o o k pa g e s, e tc . 16 C .F.R. 255

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

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Social Media Trap #3: Employee Posts

Othe r Co nc e rns with E mplo ye e Po sts:

  • Co pyrig ht infring e me nt
  • Re ve a ling e mplo ye r tra de se c re ts/ pro prie ta ry

info rma tio n

  • Gripe site s: c ritic izing e mplo ye r
  • And e ve ryo ne ’ s fa vo rite . . . “Unpro fe ssio na l”

me ssa g e s a nd pho to s

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

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Social Media Trap #4: Unlicensed Third Party Advertisers

  • Online ma rke te rs, de live ry se rvic e s, fla sh sa le site s,

pro mo tio ns a nd e ve nts c o mpa nie s a re unlic e nse d

age nts o f the lic e nse e a nd ma y pe rfo rm se rvic e s

tha t the lic e nse e ma y la wfully pe rfo rm itse lf

  • Only lic e nse e s c a n e xe rc ise the privile g e o f o wning

a lic e nse , inc luding :

  • Ma king purc ha sing de c isio ns
  • T

a king title to the pro duc ts (pa y fo r)

  • De te rmining pric ing
  • Pro fits & lo sse s fro m the sa le o f a lc o ho lic b e ve ra g e s
  • Pa yme nt c o nside ra tio ns
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Social Media Trap #4: Unlicensed Third Party Advertisers

  • Wha t a b o ut priva te la b e ls o wne d b y

unlic e nse d e ntitie s

  • L

ic e nse e s a re still re spo nsib le fo r c o mplia nc e

  • Wha t ha ppe ns if the unlic e nse d b ra nd

“o wne r” de c ide s to vio la te the ABC la ws?

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Social Media Trap #4: Unlicensed Third Party Advertisers

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  • Pla c e a ds re spo nsib ly a nd c o nside r a g e -g a ting

with DOB

  • Cre a te re spo nsib le c o nte nt a nd mo nito r po sts b y
  • the rs
  • Co nfirm a g e : Push c o nte nt v. dia lo g ue
  • E

duc a te pa rtne rs

  • Cre a te c le a r priva c y po lic ie s a nd a c o mpa ny

so c ia l me dia po lic y

Social Media Best Practices

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

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Pro mo ting re spo nsib le c o nsumptio n!

Example

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

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Questions?

April 1, 2015

Rebecca Stamey‐White

Hinman & Carmichael LLP

www.beveragelaw.com