Ethics and Legal Issues
There are many pitfalls to advertising on the Internet, and it is easy, in spottily-regulated cyberspace, to find yourself inadvertently behaving in an illegal or unethical manner. Internet advertisers have as much of a need to be aware, ethical, and responsible as any other members of society.
The Internet is a cyber world without national borders. Its unique characteristics make it quite hard to control. There are many legal issues and cases taking place, and most governments want to become involved, to monitor and solve the problems. Online Advertising is one of the areas that always makes for lots of disputes.
Obeying the letter of the law and avoiding lawsuits isn't enough. Many strictly legal promotional strategies invade privacy, disrupt customers' lives, or deny access. A company that wants to encourage customer loyalty and generate positive feedback needs to be ethically responsible.