Deck 13: Legal Matters

Question 1

Which of the following is illegal in the US?

A) Amazon tracking your eReading habits
B) Amazon failing to post a social media policy
C) Amazon failing to post a privacy statement
D) Amazon sending you unsolicited emails
E) Amazon selling merchandise from China

Answer 1

D

Question 2

In which country must Google agree to destroy links to pages of those who petition to be forgotten?

A) Venezuela
B) France
C) U.S.
D) Canada
E) Brazil

Answer 2

B

Question 3

Your social security number would be considered which of the following?

A) third party data
B) widgets
C) PII1
D) PII2
E) second party data

Answer 3

C

Question 4

A file that is stored on someone's computer that both provides info and collects data is an:

A) ad server
B) ad exchange
C) publisher
D) widget
E) supply side system

Question 5

Approximately how many data breaches are reported annually by the Identity Theft Resource Center?

A) Less than 100
B) 500-1000
C) 1001-3000
D) 3001-5000
E) over 5,000

Question 6

Which of the following will NOT help you avoid tracking by marketers online?

A) clearing cookie history
B) private browsing
C) agreeing to privacy policies
D) setting browser preferences
E) none of the above

Question 7

Which of the following could be part of the supply side of an ad network?

A) Coca cola.com
B) Nytimes.com
C) Snapchat
D) Census.gov
E) Google analytics

Question 8

Why do companies that advertise online need ad servers?

A) because advertisers can't buy ads directly
B) ads are not available online from other sources
C) to track third party sites
D) to serve the customers well
E) to attract new clients

Question 9

Which of the following is an automated system for purchasing online ads?

A) Programmatic buying
B) real time bidding
C) ad serving
D) widgets
E) more than one of the above is true

Question 10

Which of the following requires marketers to keep consumer data out of the hands of hackers?

A) Children's online privacy protection rule
B) Electronic communications privacy act
C) Can Spam
D) FTC act
E) Lanham act

Question 11

Which of the following is meant to protect consumers from deceptive ads?

A) Children's online privacy protection rule
B) Electronic communications privacy act
C) Can Spam
D) FTC act
E) Lanham act

Question 12

Which of the following covers email communications?

A) Children's online privacy protection rule
B) Electronic communications privacy act
C) Can Spam
D) FTC act
E) Lanham act

Question 13

The concept of fair use is related to which of the following issues?

A) advertising regulation by FTC
B) self-regulation by ad industry
C) copyright protection
D) anti-trust rules
E) privacy regulation

Question 14

What is the main purpose of "Ad Choices"?

A) serves ads to viewers
B) targets consumers for advertisers
C) allows brands to choose between ad choices
D) provides ad viewers with options for ads served to them
E) none of the above

Question 15

Which body in the ad self-regulation process serves as a court to evaluate cases?

A) FTC
B) NAD
C) NARB
D) CARU
E) FDA

Question 16

Karen created a collage of herself eating Chobani flavors and posted it on the dedicated Chobani site. What type of marketing is this for Chobani?

A) user generated content
B) paid advertising
C) owned media
D) earned media
E) more than one of the above is true

Question 17

In which of the following cases was the marketer acting legally according to US law?

A) a marketer providing cosmetic surgery services posted fake consumer reviews online and hired people to post testimonials.
B) a mommy blogger marketer posted positive reviews of a new wearable baby carrier on her site after receiving a free one and did not disclose the gift
C) a marketing company wrote a positive blog post about a new tech gadget and sent it to a blogger who posted it as his own.
D) a marketing company posted a privacy policy that indicated that it would NOT allow third parties to collect data, but then did so
E) a marketer failed to obtain double opt-in permission for a text message campaign

Question 18

Which is legal?

A) Papa John's sends text messages to potential customers
B) marketers run advertisements in gaming apps for children under age 10
C) marketers track customers online who have agreed to do business with another firm
D) online companies outside of California fail to have a posted privacy policy
E) marketers fail to abide by a cease and desist order from the FTC

Question 19

___________________ must have official rules lasing the duration, can have no eligibility limits, must have a free method of entry (e.g. no purchase required) and provide prize and chance details:

A) contests
B) widgets
C) SMS
D) third parties
E) sweepstakes

Question 20

_____________ is when companies secretly gather online information from consumers by accessing their browser queries to see web sites consumers have visited.

A) Google Analytics
B) history sniffing
C) sock puppeting
D) targeting
E) astro turfing

Question 21

Explain the difference between supply side platforms and demand side platforms.

Question 22

How does a company like SiteScout set up an advertising network? With what types of companies must they contract and what do they offer those companies?

Question 23

What is the difference between the FTC system for monitoring advertising communications and the industry self-regulation process? Which is more effective for competitors who want to stop others from running deceptive ads? Explain.