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Chute Webinar
"Consumer Rights and User-Generated Content"

October 20, 2015

Vejay G. Lalla, Davis & Gilbert Advertising, Marketing and Promotions Partner, and Paavana L. Kumar, Advertising, Marketing and Promotions Associate, will speak during a Chute webinar titled “Consumer Rights and User-Generated Content.”

Session Overview
Today, thanks to the rise of social platforms and mobile devices, the practice of continuously creating and sharing content is becoming more ingrained in our daily lives. In this emerging space, marketing teams are looking to user-generated content (UGC) as a gold mine of authentic and evergreen media. Retailers are using customer photos to complement product shots, broadcasters are displaying real-time tweets showing reactions to news or television plot-twists, and others are simply re-gramming or re-sharing content to showcase genuine customer experiences and stories. And for good reason -- numerous studies suggest that this type of earned media is significantly more effective in improving consumer engagement with brands.

However, while the use of UGC has boomed, the intellectual property laws underpinning brand use of third party materials remain the same, regardless of the ease with which consumers can create and share content, and brands can interact with consumers and celebrities alike, in today’s digital world. In this session, we will provide an overview of those laws, offer real-world examples and cases to illustrate the potential risks of using UGC, and discuss best practices and tactics that can help mitigate some of these risks in order to more successfully and safely leverage UGC.

For more information, or to register, visit the webinar website.