basic-guide-to-exporting_Latest_eg_main_086196

a marketing campaign. If you are an exporter of heavily regulated products and services, suchas pharmaceuticals or insurance, you may anticipate disclosure requirements and limitations onclaims. Companies should avoid:• Use of comparative advertising (i.e., comparing your company’s goods or services with thoseof a competitor)• Use of advertising aimed at children• Use of images or sounds that may be considered intellectual property and may require thepermission of the artist• Use of lotteries, competitions, contests, games, and betting as part of a promotional offerThe International Chamber of Commerce has guidelines on advertising and marketing on theInternet that are available at iccwbo.org.JurisdictionOnline exporters must be aware that they are doing business in a foreign jurisdiction, whichmeans the laws and regulations of the target market apply to the goods and services beingsold. For example, an online exporter of medical equipment should ensure that the equipmenthas been approved for use in the foreign market. Companies should also be aware that thetransaction itself may be under the jurisdiction of the foreign market. In other words, the foreignmarket’s laws regarding contracts may apply.Good FaithDealing in good faith is perhaps more important for online businesses than for brick-and-mortaroperations because customers rely heavily on reputation. Moreover, it is illegal in most countriesto behave otherwise. If you engage in online business, your company must:• Use fair business, advertising, and marketing practices• Provide accurate, clear, and easily accessible information about the company and its goodsand services• Disclose full information about the terms, conditions, and costs of the transaction• Ensure that consumers know they are making a commitment before closing the deal• Address consumer complaints and difficulties quickly and fairlyFor more guidance on online good-faith commerce, see the Federal Trade Commission’s guide forbusiness at 1.usa.gov/1xTK95c.E-Commerce MarketplacesYou can, of course, sell exclusively through third-party e-commerce platforms, such as eBay,Amazon, Alibaba, and others. You can use their payment systems and shipping and logisticsservices. Third-party platforms all provide web-based tools to help you manage sales and costs.Or, you can experiment with a combination of channels: multiple distributors, your owne-commerce site, and third-party e-commerce sites. Over time, the sales figures will help youdetermine which options provide the best benefit for your company.Chapter 11: Going Online—E-Exporting Tools for Small Businesses131