Understanding Cause-Related Marketing
Author: Bobby Biedrzycki.
Source: Volume 17, Number 05, July/August 2018 , pp.1-4(4)
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Abstract:
If you have bought a cup of Starbucks in a Product (RED) cup, worn a yellow Live Strong bracelet, or clipped off Box Tops for Education, you have participated in cause-related marketing. It has grown to a $2 billion industry and provides many businesses with their most direct route to corporate social responsibility. Before engaging in a cause-related marketing campaign it is important to check applicable law. Most states impose some level of regulation on cause-related marketing, as well as on the participating businesses and charities. This article examines some of the most important regulatory requirements, which might otherwise be overlooked in the rush to join this growing trend.Keywords: Registration and Reporting Requirements; Accounting Requirements; Disclosure Requirements
Affiliations:
1: St. Mary’s School of Law.