{"id":224531,"date":"2023-08-25T18:13:31","date_gmt":"2023-08-25T05:13:31","guid":{"rendered":"https:\/\/legalvision.co.nz\/?p=224531"},"modified":"2024-10-15T18:38:44","modified_gmt":"2024-10-15T05:38:44","slug":"marketing-business","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/e-commerce\/marketing-business\/","title":{"rendered":"Legal Considerations When Marketing Your Online Business"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Marketing is essential for every business to help build brand awareness and growth prospects. You can employ various marketing strategies, from digital to traditional methods. However, your business must be careful of relevant laws and regulations that may affect how you conduct your marketing. Often, businesses consider privacy, fair trading and advertising standards before conducting a <a href=\"https:\/\/legalvision.co.nz\/e-commerce\/advertise-online-business\/\">marketing campaign.<\/a> This article will outline your vital legal obligations to market your online business successfully.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Privacy Laws&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Under <a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/privacy-act-and-information-privacy-principles\/\">NZ privacy laws,<\/a> you must appropriately store, manage and protect any personal information you might gather. Personal information includes names, email addresses, residential addresses and any other data that can identify an individual. This applies even if an individual is not your customer or client yet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The principles of the Privacy Act 2020 will apply when you conduct marketing activities. For example, your business may gather email addresses and names and use such information for a direct mail list. Additionally, you might use residential addresses to send brochures or updates on your business\u2019s products or services. When using personal information, you have obligations to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>inform individuals on how and why you collect data;<\/li>\n\n\n\n<li>protect and store data;<\/li>\n\n\n\n<li>ensure individuals can contact you regarding their data;<\/li>\n\n\n\n<li>only use data for the purpose collected;<\/li>\n\n\n\n<li>only keep data for as long as necessary; and<\/li>\n\n\n\n<li>ensure only authorised people can access the data.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Anti-Spam Laws&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/anti-spam-laws\/\">Anti-spam laws<\/a> directly regulate marketing activities. Under these laws, you must ensure:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>advertising material contains an unsubscribe link that remains functional for at least 30 days;<\/li>\n\n\n\n<li>to only send material to those who have consented to receive them; and<\/li>\n\n\n\n<li>that you avoid the use of address-harvesting software.<\/li>\n<\/ul>\n\n\n\n<div  class=\"box box--icon box--star\">\n    <p>Additionally, your marketing emails should include details about the sender, such as your business\u2019s contact information. Note that anti-spam laws apply to all commercial electronic messages, including emails, texts, and faxes.<\/p>\n<\/div>\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+64800005570\" class=\"not-prose\">0800 005 570<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center text-left gform_input_bg_white    \">\n    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aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_2452_3\" class=\"gfield gfield--type-phone gfield--input-type-phone gf_right_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2452_3'>Phone<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_phone'><input name='input_3' id='input_2452_3' type='tel' value='' class='medium'   aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2452_14\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full custom-select gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2452_14'>Number of Employees in Your Business<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select name='input_14' id='input_2452_14' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' ><\/option><option value='0' >0<\/option><option value='1' >1-5<\/option><option value='6' >6-20<\/option><option value='21' >21-50<\/option><option value='51' >51-250<\/option><option value='250' >250+<\/option><\/select><\/div><\/div><div id=\"field_2452_4\" class=\"gfield gfield--type-textarea gfield--input-type-textarea gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2452_4'>Tell us about your enquiry<span 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View our <a href=\"https:\/\/legalvision.co.nz\/privacy-policy\/\" target=\"_blank\">Privacy Policy<\/a>. <\/div><div id=\"field_2452_8\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_2452_8' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='http:\/\/legalvision.co.nz\/api\/wp\/v2\/posts\/224531' \/><\/div><\/div><div id=\"field_2452_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_13' id='input_2452_13' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='generic_form' \/><\/div><\/div><\/div><\/div>\n        <div class='gform-footer gform_footer top_label'> <button type=\"submit\" id=\"gform_submit_button_2452\" class=\"gform_button button\" onclick=\"gform.submission.handleButtonClick(this);\" data-submission-type=\"submit\"><span class=\"gform_submit_button__text\">Submit Now<\/span><\/button> <input type='hidden' name='gform_ajax' value='form_id=2452&amp;title=&amp;description=&amp;tabindex=0&amp;theme=gravity-theme&amp;hash=8d907caff460821c366ed2411b0c45b3' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_2452' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_2452' id='gform_theme_2452' value='gravity-theme' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_2452' id='gform_style_settings_2452' value='' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_2452' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='2452' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_currency' data-currency='AUD' value='DsK4vrIY2DFh9mWkRQDhEkVXsxrFi4KAx1rRMrg\/sVHP1lLlgZPsyI9c7XTr\/SDPikftBnT4zQAFkLADOo6vCFJo0HKKpS9IITQwKZfqeykO2OY=' \/>\n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_2452' value='WyJ7XCIxNFwiOltcIjIyODY0N2ViMWU3NTcxZjA4YTY4NGJmMDcwMTk3Y2I0XCIsXCJiMzk3YmQ1MDBmMmFjNjk1ODE4MzdmNTBhYTA2MzQ0OFwiLFwiNGYyNGZkZGEwMzlkNDUxMWFhZGE1NGYwZmQwZmNiZTdcIixcIjUyMmJkMDE2M2I2ZmEwOTI3NDZhZjU5YTg0ZmM1NDk5XCIsXCIzODRlNjk1YjQxMTAzMWFiYmQ2ODEyMGYyZWFhMDYyNlwiLFwiYjkzNDcwNTE2MjkxOGRjZWViMjQzNzRjNmE0NGVmNTlcIixcIjQxMTliODZhMzVjYzJiMWViNDZiMmQ4NjRlNGUzZmNjXCJdfSIsIjQ3MjNiMzA2ZDIyZGVkODA2N2YyMjYyOThkYzI1ODVmIl0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_2452' id='gform_target_page_number_2452' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_2452' id='gform_source_page_number_2452' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_2452' id='gform_ajax_frame_2452' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script>\ngform.initializeOnLoaded( function() {gformInitSpinner( 2452, 'https:\/\/legalvision.co.nz\/wp-content\/themes\/legalv-v6\/img\/spinner.svg', true );jQuery('#gform_ajax_frame_2452').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_2452');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_2452').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! 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This applies to the way you conduct marketing. For example, you cannot claim your product is \u201cAA approved\u201d if you do not have the certification to prove this. Hence, you cannot:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>have misleading or false advertising;<\/li>\n\n\n\n<li>make false claims in your advertising; or<\/li>\n\n\n\n<li>employ unfair sales practices such as bait advertising.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, if you engage in comparative advertising, ensure you are not misleading your consumers. Any comparisons you make should be accurate and of \u201clike\u201d products or services in the same market.\u00a0<\/p>\n\n\n\n<div  class=\"box box--icon box--idea\">\n    <p>Further, consider the wording of your advertising. Obvious exaggerations are unlikely to mislead anyone. Nevertheless, engaging a corporate lawyer can help confirm that your advertising is honest.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Advertising Standards Code&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, your online business should consider the advertising code before conducting any marketing campaigns. This applies to the entire content of an advertisement, including all words, numbers, visuals and sound. The code includes two principles that ensure that advertising is legal, honest and respects fair competition.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Social Responsibility&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Under the social responsibility principle, your business\u2019s advertising should respect customers\u2019 privacy. Additionally, you must have consent to utilise personal information. Further, you cannot:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>use offensive material that is likely to cause harm;<\/li>\n\n\n\n<li>exploit children;<\/li>\n\n\n\n<li>condone unsafe behaviour;<\/li>\n\n\n\n<li>cause unjustified fear; or<\/li>\n\n\n\n<li>undermine wellbeing.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Truthful Presentation<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The second principle is truthful presentation. Under this, you cannot be misleading, whether this is through implication or inaccuracy. Additionally, you cannot:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>deceptively use data;<\/li>\n\n\n\n<li>be dishonest when using comparative advertising;<\/li>\n\n\n\n<li>be inaccurate when making food or beverage claims such as \u201cfat-free\u201d or \u201corganic\u201d;<\/li>\n\n\n\n<li>use personal testimonials without permission; or<\/li>\n\n\n\n<li>be inaccurate about any claims involving the environment.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Consumer Rights&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When selling a product to your customers, you must guarantee that it will match any descriptions, samples or demonstrations you provide. Demonstrations include video advertising in which someone may demonstrate what the product can do. Additionally, any photos of the product posted on your website or social media should match the actual product.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You must provide a remedy if your product differs substantially from your advertising. This can include a repair, exchange or refund. Additionally, a faulty product will also require a remedy.\u00a0<\/p>\n\n\n    <div class=\"my-7 lg:my-10 border-y-2 border-gray-100 py-7 lg:py-10 flex flex-col sm:flex-row items-start gap-10\">\n                    <img decoding=\"async\" class=\"w-52 mx-auto my-0! rounded\" src=\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/2\/2022\/02\/21064805\/online-business-nz.jpg\" alt=\"Front page of publication\"\n                 loading=\"lazy\" width=\"208\" height=\"298\">\n                <section>\n            <div class=\"text-2xl font-bold\">Guide to Starting an Online Business in New Zealand<\/div>\n            <div class=\"body-text\">\n                <p>This guide will help you learn how to launch your new online business.<\/p>\n            <\/div>\n            \n\n<a href=\"https:\/\/go.legalvision.com.au\/online-business-nz-guide.html\" class=\" block px-5 py-3.5 max-w-fit bg-orange button__hover transition rounded text-white font-bold text-lg no-underline uppercase leading-tight text-center\" target=\"\" rel=\"\">Download Now<\/a>        <\/section>\n    <\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\">Key Takeaways&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When marketing your products and services, comply with all relevant laws. This will avoid a loss of brand reputation and legal penalties. Firstly, ensure to comply with the privacy principles when using personal information. Secondly, any electronic commercial messaging should not be considered spam. Thirdly, ensure your advertising is honest, accurate and free from unsubstantiated claims. Fourthly, consider the advertising code and consumer rights when posting advertisements.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you need help understanding marketing and advertising regulations, contact our <a href=\"https:\/\/legalvision.co.nz\/business-sale-purchase-lawyers-lp\">experienced business lawyers<\/a> to assist as part of our LegalVision membership. You will have unlimited access to lawyers who can answer your questions and draft and review your documents for a low monthly fee. Call us today at <a href=\"tel:+64800005570\" class=\"AVANSERnumber dynamic-number\">0800 005 570<\/a> or visit our <a href=\"https:\/\/legalvision.co.nz\/membership\/\">membership page<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing is essential for every business to help build brand awareness and growth prospects. You can employ various marketing strategies, from digital to traditional methods. However, your business must be careful of relevant laws and regulations that may affect how you conduct your marketing. Often, businesses consider privacy, fair trading and advertising standards before conducting<a href=\"https:\/\/legalvision.co.nz\/e-commerce\/marketing-business\/\">Continue reading <span class=\"sr-only\">&#8220;Legal Considerations When Marketing Your Online Business&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13316,"featured_media":215630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"2256,1453,215286,210933,204829,1669","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[6],"tags":[25,74,1236,1764],"class_list":["post-224531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","tag-small-business","tag-online-business","tag-online-business-owner","tag-online-sales"],"acf":[],"yoast_head":"<!-- This site is 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