Training company Video Arts has launched four e-learning courses to help marketing teams to master the legal aspects, and overcome the pitfalls, of brand management, sales promotions, data protection and direct marketing and dealing with the media.
“Marketing departments are only now waking up to the fact that they need to provide training to mitigate their legal risks,” said Martin Addison, Managing Director of Video Arts. “The consequences of breaking the law, or of non-compliance, can be severe. These self-paced, interactive courses provide a quick and cost effective option for educating marketers about legal risk.”
Brand Management shows the legal aspects of creating, protecting and enforcing a brand, including intellectual property, the need to maintain accurate records and confidentiality when developing a brand, copyright, trade mark rights, design rights and patents as well as the implications of licence agreements and joint ventures.
Data protection and direct marketing highlights the key data protection issues to consider when carrying out direct marketing. It explains the legal aspects of collecting and storing customer data, how external databases should be used, how to manage ‘opt in’ and ‘opt out’ requests and the practicalities of managing unsolicited direct marketing.
Sales promotions, competitions and lotteries examines the legal issues of running competitions, prize draws, promotions and sponsorships. It highlights the issues to consider when creating content, such as legal and illegal promotions, comparison with rivals, copyright and the need for clear terms and conditions.
Dealing with the media identifies the key issues to consider before talking to the media (whether press, radio or television) and during the interview. It shows the importance of gaining authorisation, how to deal with a ‘cold call’, the need for preparation, the difference between ‘on’ and ‘off’ the record and how to deal with questions that may impact on the company’s share price.
The four e-learning courses were created by the Practical Law Company, a leading provider of legal know-how and training materials. Each online course includes practical summaries and a glossary of terms.