Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 12-1 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 12-2 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 12-3 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 12-4 Key Topics 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 12-5 Control Slightly different lookconsumer perspective Should the content of the Internet be controlled? Unique features: 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 12-6 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 12-7 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 12-8 Consumer Protection 2000 Top 10 Frauds Online Auctions………………… % General Merchandise Sales… % 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:

Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 12-9 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 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 up- loaded 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 Obscenity/Pornography Issues Free speech versus child protection Free enterprise versus social good Online pornography huge and growing Are ISPs 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 Privacy Defined as: 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: marketers should provide a policy statement allow for consumer limit of information responsible use of unsolicited advertisements need to be clearly identified

Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 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