Transcript Chapter 12

Internet Marketing Intelligence
Chapter 12
Ethical Concerns and Legalities
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-1
Objectives
• Provide understanding of the current debate as
to whether information transmitted through the
Internet should be controlled.
• Examine the significance of providing security
and protection for data transmitted through the
Internet and the strengths and weaknesses of
various measures proposed for this purpose.
• Give an understanding of the magnitude of
fraud on the Internet and action proposed to
provide protection to consumers and minimise
losses to the industry.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-2
Objectives (cont.)
• Outline the unique characteristics of digital
technology that have caused difficulties in the
enforcement of existing copyright laws.
• Discuss the proposed action to curtail copyright
infringements on the Internet.
• Provide an understanding of defamation on the
Internet and legal issues in the enforcement of
existing laws.
• Develop an understanding of the debate over
transmission of pornographic and offending
material on the Internet and action proposed to
keep children away from such material.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-3
Key Topics
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Control
Security
Intellectual property and copyright
Consumer protection
Corporate protection and ISPs
Obscenity
Privacy
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-4
Control
• Slightly different look—consumer perspective
• Should the content of the Internet be
controlled?
• Unique features:
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Rapid growth
Multiplicity of communication channels
Enormous volume of information
Ease of trans-border transactions
• Early pioneers (churches and jails)
• Should this new revolution stay unregulated?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-5
Security
• Theory is that
this is the issue
that will limit the
effectiveness of
the Internet as a
commercial
medium
• Hackers abound
• Perception is
that it is unsafe
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-6
Intellectual Property and
Copyright
• Copyright protects intellectual property
• Copyright automatically belongs to the creator or
owner from time of creation
• Copying intellectual information easier than ever
• distribution to mass in a few keystrokes
• Internet allows pseudo-anonymity or anonymity
• Barriers are difficult to set up and liability harder
• Estimates:
• PC uses three software packages
• half the global market for software is pirated
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-7
Consumer Protection
2000 Top 10 Frauds
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Online Auctions…………………......78%
General Merchandise Sales…........10%
Internet Access Services…….….…..3%
Work-At-Home………………….…....3%
Advance Fee Loans…………….…...2%
Computer Equipment/Software…….1%
Nigerian Money Offers……………...1%
Information Adult Services………….1%
Credit Card Offers…………………...5%
Travel/Vacations……………………..5%
Source: http://fraud.org/internet/intstat.htm/
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-8
Corporate Protection
• Companies with access need to set up
policies
• Uploading of defamatory materials a
dismissable offence
• Include formal copyright notices on Internet
• Register corporate name and trademarks
as addresses
• Local networks monitored to remove
offending material
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-9
ISPs
• Responisbility for compliance/enforcement is
increasingly falling on ISP
• Other suggestions are:
• information providers should be primarily
responsible
• ISPs should be held to a contributory standard
• ISP liable if they know and have time to remove
• information can be used for legitimate purposes
• Use of ‘header-based’ systems on each uploaded file or document:
• permitted use, price for each use, authentication
information etc.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-10
Obscenity/Pornography
Issues
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Free speech versus child protection
Free enterprise versus ‘social good’
Online pornography huge and growing
Are ISP’s carriers or providers? (phone
company)
• When is the material ‘published’?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-11
Privacy
• Defined as:
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right not to be disturbed
right to be anonymous
right not to be monitored
right not to have identifying information exploited
• Industry should adopt (and enforce?) voluntary
codes to deal with the privacy concerns of
users:
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marketers should provide a policy statement
allow for consumer limit of information
responsible use of unsolicited email
advertisements need to be clearly identified
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-12
Summary
• The Internet has raised a myriad of ethical,
legal and moral concerns. At the forefront of
the debate are such issues as:
• how to protect freedom of expression while
keeping users safe.
• defining the responsible party or parties
when a law is broken.
• how to enforce legislation in a medium
without boundaries
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
12-13