Social media marketing and the law

Phil Sherrell and Ruth Boardman
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Ruth Boardman: Partner, Bird & Bird, UK

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 3, 238-246

Abstract: The explosion in the use of social media as a marketing and communications channel over the last decade has left the law struggling to keep up. Laws and regulations drafted without the informal environment of social media in mind are now repeatedly being tested and stretched, often with unintended consequences. The combination of this and a significant level of ignorance on the part of brands as to when legal issues may arise in using social media is exposing a number of businesses to significant reputational risk, much of which could probably be avoided. This paper will explore how UK marketing and data protection law and regulations are currently being applied to social media, and where the potential pitfalls may arise.

Keywords: advertising; copyright; data protection; celebrity; unfair commercial practices; ASA (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:3:p:238-246

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