ReelSEO's Grant Crowell hosts this special podcast highlighting legal issues involved with marketing video online.. Grant shares his own research and interviews with several intellectual property attorney, who are also all speakers at search marketing conferences.
Why should online video marketers pay attention to legal issues?
- Its may be the most overlooked area with businesses doing online video.
- Many marketers and businesses have this mentality that "anything goes" online.
- If you don't have authorization to use other people's content, you can have your content pulled and get sued.
- What should marketers should educate themselves on before publishing and promoting any video content online.
- Knowing the "rules' of traditional online marketing and SEO is not enough. Even just knowing the rules of television advertising is not enough. If you're promoting online video for yourself or your organization, you need to know both, or have someone tell you what you can and can't do.
General legal topics with online video
- How to protect your own assets, and protect yourself from lawsuits.
- How search engine optimization rules and online video rules can be similar, but also where online video has more rules.
- User-generated video content lawsuits.
- Trademark, copyright, and false advertising – the 3 law essentials video marketers should know.
- Types of waivers and clearances you may need. Talent, studios, music, original footage usage, buildings, locations… not to mention unions!
- Mentioning competitors in your video, or using competitor metadata in a video.
- Criteria for choosing an attorney. (Yes, if you're doing any video promotion, its strongly advised you get professional counsel.)
- Question: Does all this extra work and considerations make it outside of the realm of most small businesses to follow?
- Copying the logo and brand of YouTube for any purposes is trademark infringement, and may be false advertising.
- Claiming a "proprietary technology" with Video SEO where none actually exists may be false advertising
- Claiming a "partnership" with the search engines for promoting your clients' video, where none actually exists, may be false advertising.
Comparing legal issues with SEO and Video
- All existing trademark and copyright rules in search marketing and SEO apply to video.
- You can optimize for someone else's brand and keywords and maybe even buy keywords with the search engines for them if you pass their own measures of criteria. But you can't be trying to create consumer confusion, where people think they are going to a competitor when you promote yourself as a competitor.
- All the clearances with video content definitely makes it more complicated for search marketers who are just used to linking or quoting other people's text-based content. But there's a lot more involved with video when there's talent and copyrights and agencies, etc.
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