1. What are at least three relevant Acts, regulations or mandatory codes of practice impacting the field of marketing communication? a. For each of the three, give at least one example of how a real or simulated case study organisation has complied with the Act, regulation or code with respect to convergent marketing activities. b. Identify at least two relevant organisational policies or procedures.
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Relevant Acts, Regulations, or Codes of Practice in Marketing Communication:
a. General Data Protection Regulation (GDPR):
The GDPR is a regulation that governs data protection and privacy for individuals within the European Union (EU) and the European Economic Area (EEA). It has a significant impact on marketing communication activities that involve the collection and processing of personal data. An example of compliance with GDPR for convergent marketing activities could be a case study organization that obtains explicit consent from individuals before sending them personalized marketing emails based on their browsing history and preferences.
b. Advertising Standards Authority (ASA) Codes:
The ASA is an independent organization in the United Kingdom that regulates advertising across various media channels. They have established codes of practice that provide guidelines for marketing communications, ensuring they are legal, honest, decent, and truthful. A case study organization could comply with the ASA Codes by ensuring that their convergent marketing activities, such as social media advertisements, do not make misleading claims or misrepresent their products or services.
c. CAN-SPAM Act:
The CAN-SPAM Act is a U.S. law that sets rules for commercial email messages. It establishes requirements for commercial emails, including clear identification of the sender, accurate subject lines, and a functional unsubscribe mechanism. A simulated case study organization could comply with the CAN-SPAM Act by ensuring that their convergent marketing activities involving email campaigns adhere to these requirements, such as including a visible unsubscribe link and not using deceptive subject lines.
Relevant Organizational Policies or Procedures:
a. Privacy Policy:
An organization’s privacy policy outlines how they collect, use, store, and protect personal data. It is essential for compliance with data protection regulations like GDPR. A relevant organizational policy could be having a comprehensive privacy policy in place that clearly communicates how the organization handles personal data in their convergent marketing activities, providing transparency and choices to individuals.
b. Social Media Policy:
With the increasing use of social media in marketing communication, having a social media policy becomes crucial. This policy guides employees on appropriate behavior, content sharing, and compliance with legal and ethical standards while using social media platforms for marketing purposes. A relevant organizational procedure could involve training employees on the social media policy and monitoring their activities to ensure compliance with the guidelines set forth in the policy.
Note: The examples provided are fictional and may not correspond to specific real-world case studies. Compliance with Acts, regulations, and codes will vary based on the specific circumstances and jurisdiction. It is important to consult legal professionals and stay up-to-date with current regulations for accurate compliance
