We live in a society where boundaries must be created, or else "chaos" seems eminent. Rules, regulations, and norms are established so the players in certain arenas know what activities are acceptable, and which ones are not. These guidelines can take the shape of laws, contracts, or social contracts (unwritten rules). When new ways of thinking or doing things come into form, like advertising in the social realm, every activity is fair game until we figure out which activities will be generally accepted as good, and otherwise. This phase is still going on, for advertisers and regulators are still trying to decide the best ways to not only devise rules of play, but really to define the playing field. The question of who are the best people to regulate also needs an answer; the punishments for not following the rules or rewards for abiding by them haven't been clearly set. Advertisers, in this new game, still have work to accomplish.
Based on the kind of disclosure needed, the brand or agency would use the best-fitting icon. Simple enough. How effective will CMP.LY be? Hard to say. Though Creative Commons is used mostly for creative and web work, it has rarely shown its face around the web, where repurposing, editing, and such is rampant. But when I do see a CC license, it definitely gives more credibility to the people who use it because they are acknowledging the fact that others were involved in their creative endeavor. Who doesn't love being shown a little love?
The same can go for advertising. This standard of disclosure and compliance can help advertisers and brands get in step and prevent future missteps in transparency and misleading issues. The quote "what can be prevented needs no cure" rings true in this aspect of advertising. People and regulators, especially the FTC with its new pep in its step, are looking out more for mistakes instead of successes. Safeguarding your brand with self-regulated standards can save money, add credibility, and remove your brand's name from the FTC's calling list.
Is this the best way to go? Are there alternatives that you see out there for brands and advertisers to safeguard themselves? Yes, we understand that obeying and talking about rules are no fun, but what else can the advertising world do if everyone isn't going to play nice?
