Marketing Risks in the Food and Beverage Industry
Not only is food and beverage a highly regulated industry, but it is also one that sees a lot of litigation. Major global brands have faced class-action lawsuits aimed at nutritional/product content claims on their websites and social media accounts. In order to show compliance with regulations and prepare for litigation, companies need to capture and preserve online data.
Website content should be archived to easily track all changes, additions, and deletions to a particular page. Social media accounts should be archived in real-time to ensure that every edited post and deleted comment is captured and archived.
Archived content is useful for the following:
Early case assessments: Companies can peruse archives to determine the potential liability of cases before they go to court.
Web content dispute resolution: Using archives, companies can quickly resolve disputes concerning content, domain names, or false claims—saving time and money.
Online error management: In dealing with mistakenly published content (e.g., products listed with the wrong nutritional information), companies can use archives to easily identify the timeframe of the mistake and quickly resolve claims relating to it.
Protecting intellectual property: Snapshots of web content can be filed with regulators like the US Trademark Office to create a digital record of a company’s online assets.
Internal Recordkeeping for the Enterprise
Like other enterprises, companies in the food and beverage industry can benefit greatly from tighter control over internal communications. As with email, enterprise collaboration platforms can be conduits for inappropriate conversations and data loss/leakage, which is why they should be monitored and archived.
Pagefreezer assists food and beverage companies in tackling the following critical challenges:
Improving Information Governance
Ever-evolving online data sources can create endlessly-streaming records that are outdated almost as soon as they are collected. Organizations need to take ownership of this data and ensure that they capture, archive, and eventually dispose of all this information in a secure and responsible fashion.
Monitoring of Content
Website content should be archived and regularly reviewed to ensure that messaging is in line with the communication policies of the organization. Similarly, social media accounts should be monitored to ensure that no inappropriate statements/claims are being made.
eDiscovery & Litigation Readiness
Website, social media, and enterprise collaboration content is increasingly forming part of the eDiscovery and litigation process. Because of this, food and beverage companies need to be able to capture, preserve, and eventually present this data in a defensible format that complies with legal rules of evidence.
Placing Content on Legal Hold
Most organizations have a retention policy in place that outlines exactly how long online data is retained before disposal. But what happens if legal teams need a record to be kept and a retention schedule overridden? How is a social media comment or website record placed on legal hold and preserved for litigation?
Case Study: Navigating the Litigious Landscape of a Highly Regulated Industry
For several years, this Pagefreezer customer was locked in legal battles with the United States’ Federal Trade Commission (FTC) over its advertising campaigns. The FTC brought administrative action against the company, saying its ad campaigns violated new stricter standards for health-related claims. The company filed suit, claiming the FTC was overreaching its authority by modifying advertising standards without going through the proper administrative process. The result was a two-year legal back-and-forth, with the company’s marketing materials at the center of the debate. Many of these ads were online, causing historical web content to be central to the legal matter.
Pagefreezer Recordkeeping Solutions
Pagefreezer allows food and beverage companies to monitor, collect, and archive the following online data:
See how Pagefreezer can help your organization
Get in touch with us to learn more and see Pagefreezer’s solutions in action.
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