Free Assessment: How does your sales & marketing measure up?

Get Started

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Marketing Strategy  |   Contributor

What Every Marketer Needs to Know to Fuel Growth Safely (and Legally)

Jennifer Chew

By Jennifer Chew

Mar 28, 2016

What Every Marketer Needs to Know to Fuel Growth Safely (and Legally)

marketing-compliance.jpgEvery day, you are churning out content that will go in front of hundreds, thousands, or perhaps even millions of viewers.

You hope your content will generate leads and successful conversions here and there, but before you set it live, have you thought about whether or not it breaks any laws?

Whether you want to be the next Gary Vaynerchuk or Joe Pulizzi, you must take heed of marketing regulations—unless you’re willing to pay costly settlements with the government.

Here’s what you need to know about marketing and compliance.

1. Be Proactive:  

So far in 2016, we’ve already seen the resignation of Zenefits’ CEO over compliance issues, Lumosity’s $2 million settlement of deceptive advertising charges for its “brain training” program, and Lord & Taylor’s settlement with the FTC for failing to disclose that their native advertisements were actually paid promotions.

The momentum shows no sign of stopping anytime soon.

Marketers need to be in an offensive position, identifying and resolving potential violations before they become issues. This business intelligence, in turn, enables marketing departments to conduct campaigns that minimize risk ahead of time and maximize business growth.

2. Be Informed:

A few common compliance issues that arise for marketers include:

  • Native advertising: Consumers must be able to differentiate this paid messaging from other similarly-formatted content surrounding it.

  • Disclosures: Clear, conspicuous, and accurate disclosures must accompany advertisements’ claims.

  • Unfair, Deceptive, or Abusive Acts and Practices (UDAAP): Companies must not use messaging that misrepresents their products to consumers.

Staying informed of these possible risks as well as changes in compliance policy and law is paramount to avoiding them.

There are many ways to remain in the know. Check communications from agencies, like the CFPB newsroom and FTC press releases, or read blogs from compliance or law firms that specialize in advertising and regulatory issues such as the PerformLine blog, AllAboutAdvertisingLaw and the CFPB Monitor.

3. Put Your Customer First:

Building customer considerations into your marketing risk-management program is key to thriving in a customer-centric world.

You can also learn a lot from your competitors’ missteps by reviewing the wealth of information contained in the CFPB Consumer Complaint Database. By doing this, you take proactive steps to avoid making the same mistakes while maintaining focus on customer loyalty.


As the number of marketing channels continues to grow, brands are heavily leveraging technology to reach consumers in a more automated, scalable way. As this marketing revolution continues to explode, compliance needs to become front and center in this conversation.

Marketing compliance is another growth opportunity for many organizations and it is playing an increasingly significant role in helping marketers feel more confident and secure in how their messages are being used and disseminated.

When you know how to manage the risk, you are better positioning yourself to take advantage of the growth opportunities.

If you’d like to “get smart quick” on marketing and compliance, check out COMPLY2016, a one-day conference focused on marketing compliance with speakers from federal and state regulatory agencies, marketing visionaries, and industry experts. Learn more here!

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

HubSpot Pricing: Your Guide to Everything HubSpot Costs

August 24, 2023
Will Smith Will Smith

Why Trust Is the True Currency for All Business

August 9, 2023
Marcus Sheridan Marcus Sheridan

10 Marketing KPIs You Should Be Tracking

August 3, 2023
Carolyn Edgecomb Carolyn Edgecomb

How To Become a Better Business Coach

July 31, 2023
Allison Riggs Allison Riggs

Do You Need a New Website? Maybe Not

July 19, 2023
Vin Gaeta Vin Gaeta

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

How To Do a Competitive Analysis In 5-and-a-half Easy Steps

June 29, 2023
John Becker John Becker

Why Hiring a Coach is the Surest Way to Spur Business Growth

June 28, 2023
Bob Ruffolo Bob Ruffolo

Marketing Coach vs Agency: Why You Need a Coach for Real Success

June 26, 2023
John Becker John Becker

LinkedIn Could Become Your Most Powerful Distribution Channel

June 22, 2023
John Becker John Becker

Content Copycat: What To Do When Your Website Gets Copied

June 15, 2023
Christine Austin Christine Austin

My Best Sales Reps Haven’t Hit Their Quotas All Year: What Do I Do?

June 7, 2023
Marcus Sheridan Marcus Sheridan

7 Must-have Word-of-Mouth Marketing Strategies [Infographic]

May 8, 2023
Ramona Sukhraj Ramona Sukhraj

What Small Business Leaders Need To Know to Thrive During a Recession

April 19, 2023
Marcus Sheridan Marcus Sheridan

5 Keys to Marketing Your Business During a Recession

April 17, 2023
Ramona Sukhraj Ramona Sukhraj

Should Your Demand Gen Strategy Change in a Slumping Economy?

April 12, 2023
Nick Bennett Nick Bennett

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide

March 6, 2023
Marcus Sheridan Marcus Sheridan

Website Conversions in 2023 — STOP, START, KEEP

January 25, 2023
Vin Gaeta Vin Gaeta

Sales vs Marketing in 2023: What’s The Difference?

January 5, 2023
Marcus Sheridan Marcus Sheridan

How To Set Content Marketing Goals for Growth

December 29, 2022
Brian Casey Brian Casey

Should You Hire An Agency to Create Your Content?

December 12, 2022
Marcus Sheridan Marcus Sheridan

24 Essential Questions for Understanding Your Ideal Customer (+ Infographic)

December 1, 2022
Dia Vavruska Dia Vavruska