A dealer’s simple communication telling customers about an upcoming holiday sale could lead to a class-action lawsuit, if improperly sent or worded.

That’s why it is vital for dealers to keep up with changing state and federal regulations, including advertising laws.

It’s costly to do otherwise: In 2012, businesses settled nearly $100 million in claims under the Telephone Consumer Protection Act.

“Best Practices for Compliant Marketing” is the title of a WardsAuto webinar presented by DMEautomotive, an expert in digital marketing. The free program is Tuesday, Dec. 4 at 2 p.m. ET.

It features two DMEautomotive executives, Chief Marketing Officer Mike Martinez and Eric Sloan, a vice president who specializes in compliance and business law. WardsAuto Dealer Business editor Steve Finlay moderates.

The discussion will cover the legal world of advertising and how dealers can best protect themselves from liabilities and hardships, while delivering an effective message to a large audience.

The webinar will give attendees the opportunity to:

  • Get educated on the latest Federal Communications Commission and Federal Trade Commission regulations and how they affect marketing campaigns.
  • Learn how to communicate with customers in accordance with new laws.
  • Find out about best practices in opt-ins and acquiring prior written consent.
  • Ask questions of the experts.

The discussion will include the latest in mobile marketing. Martinez and Sloan will tell how that communication channel makes it easier to obtain customer-contact permission and why it is more robust than text messaging, especially when reaching out to millennials.

The panelists also will discuss the dos and don’ts of direct mail and why it is “important to become friends with the asterisk.”

Click here to register for this free webinar.