4 Ways How Advertisements Can Conform to Marketing Laws

Debra Morgan, Marketing Tech Outlook | Friday, March 13, 2020

The ways by which advertisement content is created, reviewed and approved are vital to mitigate risks associated with data, brand integrity, and customer trust.

FREMONT, CA: For advertisers, complying with marketing laws could be a roadblock in their constant battle to get promotional campaigns launched on time. But in the modern marketing environment, compliance is far more than trademark attribution and copyright designations. So, how can advertisers come up with regulatory-compliant creative production without blind spots?  

Defining Data Access Permissions across Campaign Contributors

Regardless of content systems in use, it is imperative for advertisers to prove who has internal and external access to source files, who can upload and create files, and who will be able to track actions of each user. The void between content creation and review and approval can be bridged by setting up a bi-directional integration between the digital asset management system and the one that clients and stakeholders use for review and approval.

Modifying Limits of External Collaboration

Regulatory compliance complications emerge when data flow extends beyond internal review. Clients and partners often need to access project versions at different points of the campaign to provide input. So providing external collaborators with the right level of access is of prime importance, and the best way is to set limits for external review rights. Setting up access and modification boundaries for external collaborators by role or company can help turn collaboration secure.

Using Stage-Based Reviews and Approvals

One of the major pain points in regulatory compliance is the lack of the ability to prove that the right people saw the creative content at the right time in the advertisement production process. So it is imperative to control content access at each stage of production. Using a tiered review system would assist advertisers in moving along, and ensuring that review or modifications only happens after previous approvals are recorded.

Proving Brand Consistency with Historical Reporting

Ensuring brand cohesion across all marketing content means using versioning and proper project storage throughout advertisement campaign creation. Archiving past campaigns and project briefs can come to help. For complete compliance, creative teams should be able to export the entire history of campaign creation into content repositories for historical reporting.

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