Digital advertising channels—introduction
Digital advertising channels—introduction

The following TMT practice note provides comprehensive and up to date legal information covering:

  • Digital advertising channels—introduction
  • Website advertising (banners and tile ads)
  • Search engine optimisation (SEO)
  • Paid search (sponsored listings)
  • Social media advertising
  • Email advertising
  • Mobile advertising
  • Responsive web design
  • Text message (SMS) and multimedia message (MMS) advertising
  • Affiliate marketing
  • More...

IP COMPLETION DAY: 11pm (GMT) on 31 December 2020 marks the end of the Brexit transition/implementation period entered into following the UK’s withdrawal from the EU. At this point in time (referred to in UK law as ‘IP completion day’), key transitional arrangements come to an end and significant changes begin to take effect across the UK’s legal regime. This document contains guidance on subjects impacted by these changes. Before continuing your research, see Practice Note: What does IP completion day mean for TMT?

This Practice Note introduces common digital advertising and marketing channels and highlights relevant legal issues.

Digital, online and social media (collectively referred to as ‘digital’) encompasses a diverse and constantly-growing array of different channels for delivering advertising and marketing materials. Each channel has unique advantages and disadvantages in terms of managing legal risks. Digital technology can often work in favour of legal compliance by allowing greater control of advertising activity than traditional media. On the other hand, it is a fast-paced area with technological developments often pushing the boundaries of legislation.

This Practice Note covers the following:

  1. Website advertising (banners and tile ads)

  2. Search engine optimisation (SEO)

  3. Social media advertising

  4. Email advertising

  5. Mobile advertising

  6. Affiliate marketing

  7. Content and native advertising

  8. Regulatory and legislative framework

  9. Consequences of non-compliance

For detailed guidance on specific topics mentioned in this note, see Practice Notes:

  1. Advertising law and regulation

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