1. Dr. Lo'ai A. Tawalbeh E-Marketing Ethical and Legal Issues DONE BY
ALI Akram Mohamed Raouf
Dr. Lo'ai A. Tawalbeh

2. E-Marketing Ethical and Legal Issues
E-Marketing: is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Its only one part of an organization's e-business activities.
The result of information technology applied to traditional marketing:
Increases efficiency and effectiveness
Transform many marketing strategies

3. E-Marketing Ethical and Legal Issues
Compare and contrast ethics and law.
The implications of ethical codes and self-regulation.
Some of the main privacy concerns within traditional and digital contexts.
Copyright, patent, trademark, and data ownership issues related to the Internet.
Highlight key ethical and legal concerns related to online expression.

4. E-Marketing Ethical and Legal Issues
Software Piracy
40% of all software worldwide was pirated in 2001.
Piracy resulted in a US$10.7 billion loss for firms.
840,000 Internet sites sold counterfeited software.
Vietnam, China, Indonesia, Ukraine, and Russia have highest piracy rates.
Microsoft believes that education is the best weapon against piracy. Do you agree?

5. E-Marketing Ethical and Legal Issues
Ethics and Legal Issues
Ethics and law are closely related.
Ethics concerns the analysis of what is right and wrong and how we judge the differences.
Modern technology presents a challenge to marketing ethics. Critical issues include:
Ownership of intellectual property
Freedom of expression
Use of data and its collection
Status of children and digital networks

6. E-Marketing Ethical and Legal Issues
The Problem of Self-Regulation
What are the roles of formal laws vs. free operation of the market?
Supporters of self-regulation stress the private sector’s ability to identify and resolve problems.
Critics argue that incentives for self-regulation are insufficiently compelling and true deterrence will not be achieved.

7. E-Marketing Ethical and Legal Issues
Privacy
The concept of privacy has both ethical and legal aspects.
There is legal confusion regarding privacy.
No specific privacy provision within the U.S. Constitution.
Privacy has been addressed in the common law of the courts.
Within society, privacy interests compete with concerns for safety, economics, and need for association with others.

8. E-Marketing Ethical and Legal Issues
Privacy Within Digital Contexts
AMA Code of Ethics for Marketing on the Internet: “information collected from customers should be confidential and used only for expressed purposes.”
Online advertising firms such as Double-Click, have traditionally recorded users’ click streams to form user profiles for marketing purposes.
Controversy arose in 2000 when Double-Click acquired consumer names, addresses and buying histories and planned to combine the offline data with click stream data.
Data can be obtained through cookies.
Cookies are packets of data that are created and stored on the user’s hard drive in response to instructions received from a Web page.
Cookies allow marketers to pinpoint an individual’s online behavior.

9. E-Marketing Ethical and Legal Issues
حيث قامت مجموعه ( American Marketing Association AMA ) بوضع معايير محددة وواضحة حسب المفاهيم والقيم الاجتماعية السائدة في المجتمعات والمنظمات التي تطبقها ثم تقوم بتقييم اعمالهم والحكم عليها وذلك يؤدي الى خدمة المشاريع التي تقدم خدمات التسويق وتسهيل اجراءات الصفقات بكفاءة وفعالية حيث تشكل هذه المعايير مسئولية تحتم على الشركات القيام بها اما اصحاب الحصص والزبائن والموظفين والمستثمرين ...
المعايير العامة:
يجب على المسوقين ان لا يسببوا الاذى للاخرين ( Marketers must ): أي ان عليهم الالتزام بكل القوانين والتعليمات والمعايير الموضوعة.
يجب على المسوقين بناء الثقة في نظام التسويق ( Marketers must foster trust in marketing system ): بمعنى ان تتطابق المنتجات مع حملات الترويج التي يقومون بها وان تكون الاتصالات حول السلعة او الخدمة صحيحة وليست مخادعة او مضللة ( Not intentionally deceptive or misleading ).
يجب على المسوقين ان يطبقوا القيم الاخلاقية التي تحسن ثقة المستهلك في سلامة نظام التسويق
Honestly: الامانة:
ان تكون الشركة صادقة في تعاملها مع اصحاب الحصص والزبائن وتقول الحق في كل الحالات وجميع الاوقات وتقدم المنتجات بالجودة التي تعلن عنها.
Responsibility: المسئولية:
قبول نتائج قرارات واستراتيجيات الشركة التسويقية وبذل الجهود لخدمة الزبائن والالتزام بخدمة قطاعات السوق الصغيرة كالاطفال والمعاقين
Fairness: العدل والانصاف:
الموازنة بين حاجات المشتري ومصالح البائع والاعلان عن المنتجات بشكل واضح دون خداع او تضليل ودون تلاعب بثقة الزبون

10. E-Marketing Ethical and Legal Issues
Respect: الاحترام:
الاعتراف بالكرامة الانسانية لكل اصحاب الحصص، احترام الاختلافات بين الافراد وعدم تصوير السلوكيات في المجتمعات بشكل يتنافى مع الاخلاقيات كالجنس، الاستماع لحاجات الزبائن وبذل الجهود لتحسين رضاهم.
Openness: الانفتاح:
قبول النقد البناء من الزبائن واصحاب الحصص، توضيح خصائص المنتج ومخاطر الاستخدام التي قد تؤثر على الزبائن، كشف الاسعار بالكامل.
Citizenship: المواطنة:
انجاز المسئوليات الاجتماعية والحضارية والمحبة للبشر ( Philanthropic ) والقانونية والاجتماعية التي تخدم اصحاب الحصص، المساهمة في تحسين البيئة في المجتمعات، التحسين العام للتسويق وسمعته.
Implementation:التطبيق
ان كل قطاع سواء صناعي او تسويقي له قضاياه الاخلاقية الخاصة به التي تتطلب سياسات معينة، وتقوم الـ ( AMA ) من خلال موقع ويبها بالتدخل في تطبيق هذه الاخلاقيات حيث تشجع عمليات التطوير لها وتحاسب كل من يخالف هذه المعايير والقيم.

11. E-Marketing Ethical and Legal Issues
The Privacy Debate
Supporters of systems such as Double Click's argue that users wish to receive the benefits of targeted advertisers.
Critics point out that most users do not understand how computers process data.
Preliminary terms of the FTC agreement include:
Obligation to provide notice of data collection.
Ban on combining existing data with personal information unless opt-in permission is obtained.

12. E-Marketing Ethical and Legal Issues
The FTC and Privacy Norms
The FTC has identified the following norms for the ethical use of consumer information:
Notice
Consent
Access
Security
Enforcement

13. E-Marketing Ethical and Legal Issues
Protection of Digital Property
The law protects intangible or intellectual property through 3 basic mechanisms
Copyright
Patent law
Trademark

14. E-Marketing Ethical and Legal Issues
Copyright
Copyright is the primary means of protecting most expression on the Internet.
Doctrine of Fair Use
Ability to copy protected material for education and news reporting.
Doctrine of First Sale
Limit the ability of copyright holder to obtain profit after the initial time at which the material is sold.
Other copyright protection under No Electronic Theft Act and Digital Millennium Copyright Act.

15. E-Marketing Ethical and Legal Issues
Trademarks:-
Trademark law concerns the ownership of intellectual property that identifies goods or services.
Trademark law as been applied to the Internet naming system of domain names.
Similarities in names may result in trademark infringement claims.
Cyber squatting involves the registration of domains that resemble or duplicate existing ones.

16. E-Marketing Ethical and Legal Issues
Patents
Applying patent law to computing is an uncertain but developing field.
Creators of software are attempting to make use of patent law protection.
Advocates argue that granting of patents for software will encourage innovation.
Critics argue that patents will have stifling and monopolistic effects.

17. E-Marketing Ethical and Legal Issues
Licenses
Licenses are increasingly popular method of intellectual property protection.
Allow the buyer to use the product but restrict duplication or distribution.
Licenses may be two basic types
Shrink-wrap or break-the-seal licenses
Click wrap licenses where the user is required to click a button to accept the terms
Legal trend favors enforcement of software licenses.

18. E-Marketing Ethical and Legal Issues
Online Expression
Freedom of expression is protected by the First Amendment.
Internet technology has resulted in what many consider inappropriate or untargeted types of consumer contact.
Spam is the mass distribution of unsolicited electronic mail.
CAN-SPAM Act creates a framework for marketing.
Expression directed to children remains a highly visible issue within online law and ethics. .

19. E-Marketing Ethical and Legal Issues
Emerging Issues
Online governance
The Internet Corporation for Assigned Names and Numbers (ICANN) was formed in 1998.
Jurisdiction
The ability of a court or other authority to gain control over a party.
Traditionally based on physical presence.
Treaties may provide for international resolution and enforcement.

20. E-Marketing Ethical and Legal Issues
Emerging Issues
Fraud
The use of deception and false claims to obtain profit.
The Internet provides opportunities for novel deceptions.
Spoofing is the use of or Web sites to impersonate individuals or corporations.
The FTC, FBI, and state agencies have increased their efforts to track and prosecute fraudulent conduct

21. E-Marketing Ethical and Legal Issues
FBI Investigates Online Fraud
موقع مكتب التحقيقات الفيدرالي ( FBI ) لمكافحة الاحتيال

22. E-Marketing Ethical and Legal Issues
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