{"id":27918,"date":"2021-08-11T08:18:15","date_gmt":"2021-08-11T12:18:15","guid":{"rendered":"https:\/\/www.performcb.com\/?page_id=27918"},"modified":"2026-04-21T04:49:58","modified_gmt":"2026-04-21T08:49:58","slug":"the-advertisers-guide-to-marketing-compliance","status":"publish","type":"page","link":"https:\/\/www.performcb.com\/the-advertisers-guide-to-marketing-compliance\/","title":{"rendered":"The Advertiser’s Guide to Marketing Compliance & Brand Safety"},"content":{"rendered":"\n
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What is Marketing Compliance?<\/h2>\n\n\n\n

Marketing compliance refers to the practice of creating marketing or advertising campaigns that meet or comply with legal and regulatory requirements put in place to protect marketers and their consumers.<\/p>\n\n\n\n

Marketers may also create and enforce their own marketing compliance guidelines to ensure partners, such as influencers or affiliates, communicate their brand\u2019s messaging accurately.<\/p>\n\n\n\n

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$5.1M<\/h2>\n\n\n\n

Non-compliant marketers lost an average of more than $5.1M due to disruptions in business<\/p>\n\n\n\n

Source<\/a><\/p>\n<\/div>\n\n\n\n

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$1.45M<\/h2>\n\n\n\n

Businesses that enabled compliance technology saved an average of $1.45M in compliance costs<\/p>\n\n\n\n

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69%<\/h2>\n\n\n\n

69% of executives are not confident that their current risk management practices will be enough to meet future needs<\/p>\n\n\n\n

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3 Out of 4 Ad Campaigns Deliver Ads Adjacent to Brand-Inappropriate Content.<\/h2>\n\n\n\n

Don’t be one of them. Talk to an advertising compliance expert today.<\/p>\n\n\n\n

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How Does Marketing Compliance Work?<\/h2>\n\n\n\n

There are a variety of rules, laws, and regulations in place to protect both marketers and consumers from risks such as false advertising and stolen ad spend. Marketers have also been known to create their own set of compliance or brand safety guidelines to ensure their brands are represented properly by third-party partners.<\/p>\n\n\n\n

These marketing guidelines typically include mentions of FTC regulations, in addition to specific language partners should or should not use when representing the marketer\u2019s brand.<\/p>\n\n\n\n

Some marketers employ in-house compliance or legal teams to ensure their marketing communications remain compliant across all third parties; others outsource their marketing compliance<\/a> management to an agency or network to lighten the load on their in-house teams.<\/p>\n<\/div>\n\n\n\n

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As tedious as marketing compliance<\/a> implementation may seem, non-compliant businesses averaged a loss of more than $5.1M in revenue in 2020 alone. Marketing compliance not only saves brands from paying financially, but it also drives invaluable customer trust.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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Marketing Compliance
for Finance<\/h2>\n\n\n\n

The finance industry experienced major shifts in 2020 in response to Covid-19, resulting in the demand for finance apps to grow. As marketers bank on the future of fintech, compliance is an essential component for continued success.<\/p>\n\n\n\n

Compliance standards are centered around providing consumers with a transparent buying experience. This is especially crucial in the fintech space, as financial security continues to be top-of-mind for consumers. Finance brands are required to enforce an in-depth vetting and compliance process to satisfy FTC and Financial Industry Regulatory Authority (FINRA) guidelines. When developing compliance guidelines, there are several important factors to consider. Check out the Compliance for Finance Marketers <\/a>infographic to learn more about what finance marketers should consider when creating their compliance standards.<\/p>\n<\/div>\n<\/div>\n\n\n

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Learn to Navigate the Compliance Pitfalls of Finance Marketing<\/p>\n<\/h2>\n

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Pay-Per-Call (PPC) Marketing Compliance<\/h2>\n\n\n\n

Marketers who invest in pay-per-call marketing (PPC) are likely aware of the compliance regulations and laws set in place to protect both themselves and the privacy of consumers. Pay-per-call eliminates the fear of click fraud from marketing campaigns because calls can be verified, tracked, and measured by a trusted PPC network – but that doesn\u2019t mean marketers are entirely safe from the gray areas of the digital world. The most relevant marketing compliance laws and regulations in pay-per-call marketing include Telephone Consumer Protection Act (TCPA), California Consumer Privacy Act (CCPA), Telemarketing Sales Rule (TSR), Federal Trade Commission Act (FTC), among others.<\/p>\n\n\n\n

In order to successfully ward off potential threats and fraud found across the PPC industry, brands must be highly selective when choosing a PPC network to partner with. The crucial compliance components every marketer should look for in a PPC network are one that thoroughly vets all its call sources, reviews and approves affiliate creatives, and screens calls for quality assurance. If you\u2019re looking to invest in the PPC channel, learn more about how you can enforce pay-per-call compliance<\/a> standards in your campaigns.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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Federal Marketing Regulations<\/h2>\n\n\n\n

The Federal Trade Commission (FTC) has set several regulations and guidelines in place to ensure all marketers comply with the same set of standards. The most well-known of these regulations include:<\/p>\n\n\n\n

Advertising & Marketing Basics:<\/strong><\/p>\n\n\n\n