The 4 Ps Of Marketing Compliance
- To ensure that all types of marketing materials— printed and digital—are complaint, organizations need to return to the
basic tenant that policies and procedures should be dynamic, not static.
- Presentation, placement, proximity, and prominence are four measurements used to ensure that all marketing materials meet federal and state compliance requirements.
“Every marketing statement—whether it be a digital ad, a new tagline for the website, a web chat script, or a phone call script…needs to go through compliance.”
Jobe Danganan, general counsel for Sindeo, is no stranger to the challenges of marketing compliance. “I’m in the mortgage
industry, which is heavily regulated. There are many players at stake here. There are federal and state agencies, but there are also private plaintiffs who could form a class-action suit and sue your company,” he explains. Marketing compliance is critical, and the penalties for violating these federal and state laws with regard to deceptive marketing could be astronomical. For example, Danganan points to the Consumer Finance Protection Bureau (CFPB), which has only been operating since 2011. Companies that are not compliant with CFPB regulations can face steep fines—up to $1 million per violation per day. At those rates, it takes only one small mistake to financially ruin a company.