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Complying with advertising standards when you advertise

Written by power @ 4:28 AM permanent link on Friday, March 13, 2009 | Post a Comment |

When you advertise, the claims you make for your product or service must comply with a number of standards to ensure fair trade. They must also comply with regulations protecting:

  • the intellectual property rights of copyright holders
  • registered trade marks
  • all groups protected by discrimination law

The major pay per click (PPC) providers will ask that you comply with copyright, trade marks and anti-discrimination law when you use their services.

PPC terms and conditions will typically set out that it is your responsibility as the advertiser to:

  • check your right to use any copyright or copyrighted content - i.e. you must not promote copyrighted content without the permission of the copyright holder
  • not advertise products that are replicas or imitations of designer goods (a replica item contains the trademarked name or logo of a designer brand, but is not made by that brand)
  • avoid using words that could be considered discriminatory or offensive to any protected group

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