Promotions - American Conference Institute

4 th Annual Focus on
Contests,
Media Partners:
Sweepstakes,
Hear Firsthand Industry Insights From:
» American Eagle » McDonald’s
Outfitters, Inc.
» MySpace, Inc.
» Children’s Advertising
Review Unit
» NBC Universal
» Coca-Cola
» Nokia
» ePrize
» Samsung Electronics
America, Inc.
» The Federal Trade
Commission
» Strobe Promotions
» FOX Broadcasting
» Subway
Company
» YouTube
» JetBlue Airways
Sponsored by:
& Promotions
Practical strategies for maintaining legal and regulatory
compliance for all your promotional practices
September 24, 2010 • The Helmsley Hotel • New York, NY
Frame the details of your company’s promotional practices during
this comprehensive one-day event. Top advertising and promotions
practitioners will show you how to:
• IMPLEMENT a social media strategy to engage consumers while
adhering to different platform guidelines
• ACHIEVE optimal brand integrity and goodwill when engaging
in charity-related sweepstakes
• ADMINISTER a global sweepstakes campaign that complies
with varying country’s laws
• DEVELOP mobile marketing strategies in absence of clear guidance
• IMPLEMENT a monitoring and review process to prevent inappropriate
user generated content
• ENSURE COMPLIANCE WITH and incorporate various federal and
state-specific requirements into your company’s promotional protocols
Pre-Conference Workshops, September 23, 2010
A “Many Will Enter, Few Will Win:” Benchmarking
Best Practices in Sweepstakes and Promotions
Rule Drafting
B Social Media Technology Boot Camp:
Understanding the Technology Behind the Platforms
Register Now • 888-224-2480 • AmericanConference.com/sweepstakes
Earn
CLE
Credits

✓
✓
In-house counsel in companies who
engage in promotional activities
Attorneys, contract administrators,
and legal specialists who specialize
in the following areas:
•
•
•
•
•
•
•
•
Minimize legal risk while maximizing
your brand’s potential.
Sweepstakes, Contests, Promotions
Advertising
Marketing
Retail Law
Entertainment/Sports/Media
Privacy
Attend this comprehensive one day event to get the most
up to date guidance on developing compliant sweepstakes
campaigns utilizing new media platforms
you
who will meet
Intellectual Property
Brand Management
Learn new social media guidelines in order to best utilize evolving technology platforms
Facebook, Twitter and YouTube have become all the rage in online media. Today’s marketers
look to social media technologies as innovative and effective ways to reach their targeted
audiences while also achieving branding and marketing communication goals. However,
these new mediums present a new set of legal challenges for promotional lawyers. By
attending American Conference Institute’s (ACI) 4th Annual Focus on Sweepstakes,
Contests, and Promotions conference, you will have the opportunity to hear from leading
executives who have successfully implemented social media as a part of their advertising
and promotional strategy.
Become up-to-date on FTC guidelines and state regulations
States are constantly developing sweepstakes legislation in response to consumer
complaints and subsequent investigations. In order to effectively counsel your company or
client, you must stay abreast of the ever changing regulatory landscape. For example, the
Federal Trade Commission has recently updated its endorsement guidelines, CANSPAM
email rules, and revamped its guidelines for online marketing to attempt to curb some of the
more misleading activities. Hear directly from government representatives on what you can
do to avoid regulatory scrutiny and non-compliance with new guidelines.
Combine charitable ventures and sweepstakes without running afoul of the law
More and more companies are developing a philanthropic approach to sweepstakes and
promotions. While this is a great way to engage the community and emphasize charity, there
are specific regulations that companies must follow. Learn the risks and best practices of
linking a sweepstakes to a charitable donation and gain a clear understanding of the tax
implications and registration requirements for each state.
Pre-conference workshops give you the opportunity to gain valuable,
real-world experience
New this year, ACI is proud to present two pre-conference workshops: Workshop A, Social
Media Technology Boot Camp, will teach you the technology behind the varying social
media platforms. Learn how to create a sweepstakes application and better understand the
rules and requirements of these different technology operations. Workshop B will provide
an in-depth Rules Drafting session, giving the participants a hands-on approach to writing
sweepstakes rules.
At ACI’s 4th Annual Focus on Sweepstakes, Contests, and Promotions, you will have the
opportunity to examine all of your company’s promotional practices and apply them to new
laws and regulations in this area. You will be able to benchmark your practices against those
of other companies, while learning new tools to apply to your promotions.
This event features special one-day pricing. Register now by calling 1-888-224-2480, faxing your
registration form to 1-877-927-1563, or visiting www.americanconference.com/sweepstakes.
Register now: 888-224-2480 • fax: 877-927-1563 • AmericanConference.com/sweepstakes

Thursday, September 23, 2010 | Pre-Conference Workshops
A9:00 a.m. – 12:00 p.m. (registration begins at 8:15 a.m.)
“Many Will Enter, Few Will Win:”
Benchmarking Best Practices in Sweepstakes
and Promotions Rule Drafting
Joanna Geraghty
Vice President & Associate General Counsel
JetBlue Airways (Forrest Hills, NY)
Angela Leonard
General Counsel
Strobe Promotions (Hicksville, NY)
Cheryl F. Turner
Counsel
The Coca-Cola Company (Atlanta, GA)
Amy Ruskin
Director, Business & Legal Affairs
MySpace, Inc. (Beverly Hills, CA)
In conducting a sweepstakes, contest, or promotion, both inhouse
and outside counsel are challenged by frequently changing
laws that are different in each state. For entry materials that
pass through the U.S. Postal Service, there are a slew of federal
regulatory rules to follow. In addition, the Internet is an evolving
area in which rule drafting requirements are not entirely clear.
In this session you will drill down into the specific rules used
when drafting sweepstakes and promotions. Each state may
have different requirements for what needs to be included in
the rules. The expert speakers will provide attendees sample
sweepstakes rules and allow participants to see what language
other companies are using, as well as how companies draft their
promotions.. Speakers will address the following concerns:
• Breaking down what to include in the rules
• What to consider when reviewing contest submissions
• What are certain repercussions or things to keep in mind?
• Are there copyright issues (i.e. a song, art, etc)
• Reviewing examples of actual rules that led to lawsuits
- what was done incorrectly and how to avoid these pitfalls
in your promotions
- printing errors
- number of submissions
- failing to clearly state that no purchase is necessary
• Informing consumers how to claim their prize
Global Sponsorship Opportunities
ACI, along with our sister organization based in London, C5
Conferences, works closely with sponsors in order to create the
perfect business development solution catered exclusively to the
needs of any practice group, business line or corporation. With over
350 conferences in the United States, Europe, the Commonwealth of
Independent States (CIS) and China, ACI/C5 Conferences provide
a diverse portfolio of first-class events tailored to the senior level
executive spanning multiple industries and geographies.
For more information about this program or our global portfolio of
events, please contact:
Wendy Tyler
Head of Sales
American Conference Institute
Tel: 212-352-3220 x242 | Fax: 212-220-4281
w.tyler@AmericanConference.com
1:00 p.m. – 4:00 p.m. (registration begins at 12:15 p.m.)
B
Continuing Legal Education Credits
CLE
Credits
Social Media Technology Boot Camp:
Understanding the Technology
Behind the Platforms
Steve Caputo
President
Strobe Promotions (Hicksville, NY)
Zachary St. Martin
Sr. Vice President, Business & Legal Affairs
MySpace, Inc. (Beverly Hills, CA)
Alan Friel
Partner
Wildman Harrold (Beverly Hills, CA)
As social media becomes an essential medium for interacting
with consumers, it is important for attorneys to have a solid
understanding of the technical and legal nuances that impact
on the use of these platforms. While the increasing popularity of
sites such as Facebook, MySpace, Twitter, and YouTube has led to
tremendous new opportunities, each social media site is unique
and presents different challenges. If you know the technology
behind the social media platforms, you can better advise clients.
This interactive workshop will enable attendees to better
understand the rules and requirements of technology operations.
It will serve as a social media boot camp, giving participants
the ability to go back to their companies and develop ideas for
effectively using social media technology in order to stay ahead
of the competitive curve. Points of discussion will include:
• The different applications available to users
• Distinguishing between different technology criteria
• The technology behind Facebook, MySpace, Twitter,
and YouTube
- examples of how these technologies work
- learning specific technology aspects needed to best
represent your client
• The processes for removing content from these various
sites and the different protocols for removal
Accreditation will be sought in those jurisdictions requested
by the registrants which have continuing education
requirements. This course is identified as nontransitional
for the purposes of CLE accreditation.
ACI certifies that the activity has been approved for CLE credit by the
New York State Continuing Legal Education Board in the amount
of 9.0 hours. An additional 3.5 credit hours will apply to workshop
A or B participation.
ACI certifies that this activity has been approved for CLE credit by
the State Bar of California in the amount of 7.5 hours. An additional
3.0 credit hours will apply to workshop A or B participation.
You are required to bring your state bar number to complete the
appropriate state forms during the conference. CLE credits are
processed in 4-8 weeks after a conference is held.
ACI has a dedicated team which processes requests for state approval.
Please note that event accreditation varies by state and ACI will make
every effort to process your request.
Questions about CLE credits for your state? Visit our online CLE Help
Center at www.americanconference.com/CLE
Register now: 888-224-2480 • fax: 877-927-1563 • AmericanConference.com/sweepstakes

7:30 Registration and Continental Breakfast
8:15 Chair’s Opening Remarks
Sarah LaVoi
Counsel, Marketing & Intellectual Property
McDonald’s Corporation (Oak Brook, IL)
8:30 Implementing a Social Media Strategy
that Promotes Sweepstakes, Contests,
and Promotions and Adhering to Specific
Guidelines for Different Platforms
Gabe Karp
Executive Vice President & General Counsel
ePrize (Pleasant Ridge, MI)
Asim Khan
Counsel
Samsung Electronics America, Inc (Ridgefield Park, NJ)
Ndidi A. Oriji
Counsel | Legal Affairs
NBC Universal (New York, NY)
Moderator:
Anthony Lupo
Partner
Arent Fox LLP (Washington, DC)
• Developing best practices for social media platforms
that comply with state and federal laws
• Understanding new Facebook promotion guidelines
- prior approval
- avoiding the appearance of Facebook as a sponsor
of the promotion, contest, or sweepstakes
• Utilizing Twitter’s confined character space to effectively
convey your promotional message
- necessary disclosures
- ensuring compliance with state laws in absence of clear
Twitter guidelines
• Engaging consumers through interactive fan pages and blogs
• Tracking the effectiveness of your internet sweepstakes
or promotion
• Ensuring social media platforms grant users the right
to free speech and privacy rights
10:00 Morning Coffee Break
10:10 Adapting to Changing Government
Enforcement Priorities: Complying With New
Sweepstakes Legislation and FTC Regulatory
Requirements
Leonard L. Gordon
Director, Northeast Region
Federal Trade Commission (New York, NY)
Sheldon Lustigman
Principal
The Lustigman Firm, P.C. (New York, NY)
Melissa L. Steinman
Partner
Venable LLP (Washington, DC)
Friday, September 24, 2010 | Conference
• Applying the FTC’s Endorsement Guidelines and
CAN-SPAM rules to sweepstakes, contests, and promotions
- what constitutes CAN-SPAM inducement?
• Balancing the company’s information storage practices
with state data breach notification laws
• Organizing legally-compliant sweepstakes when
dealing with 50 different state laws
• Discussing recent legislation
- Massachusetts privacy law
- how long can you hold on to data?
- North Carolina and Virginia gambling device law
• Aligning in-house practices with changing
(and at times conflicting) laws
• Knowing the bonding and registration requirements
for each state
- which states require sweepstakes or contest registration?
- what triggers the need for a bond?
11:10 Developing Mobile Marketing in Absence
of Clear Guidance: Ensuring Proper Use
of Text Messaging as a Method of Entry
Darren Bowie
Legal Director, North American Markets
Nokia, Inc. (White Plains, NY)
Linda Goldstein
Partner
Chair, Advertising, Marketing & Media Division
Manatt, Phelps & Phillips, LLP (New York, NY)
• Establishing when an alternate means of entry is not
enough to keep sweepstakes legal
• Merging online and mobile programs with in-store
and snail mail entries
• Defining your text messaging promotions practices based
on the ongoing California cases
- debating definition of consideration
- how counsel can steer clear of possible gambling violations
- guarding against illegal lotteries
• How do in-event text messaging sweepstakes requiring the
purchase of a ticket to the event implicate consideration?
• Obtaining informed consumer consent
• Determining how broadly companies can use cell phone
numbers collected through text messaging sweepstakes
- FTC’s only as long as necessary requirement
• Understanding mobile privacy laws, regulations,
and industry guidance
12:00 Networking Lunch
1:00 Reducing Legal Risks and Advertiser’s Liability
Through Effective Monitoring of Online Contest
Submissions and User Generated Content
Sarah LaVoi
Counsel, Marketing & Intellectual Property
McDonald’s Corporation (Oak Brook, IL)
Susan Tillotson Bunch
Partner
Thomas & LoCicero PL (Tampa, FL)
Katherine Nordberg
Vice President, Legal Affairs
FOX Broadcasting Company (New York, NY)
Register now: 888-224-2480 • fax: 877-927-1563 • AmericanConference.com/sweepstakes

Brian Petrocelli
Global Business Director
Creata (Los Angeles, CA)
Nathan J. Hole
Attorney
Loeb & Loeb LLP (Chicago, IL)
• Outlining the standards of conduct for posting materials on the
site in conjunction with a sweepstakes, contest, or promotion
- how are disclosures displayed?
• Counseling the marketing department on the logistical
and legal challenges associated with how submissions
will be received and posted
• Implementing a monitoring and review process to prevent
inappropriate content
• Encouraging consumers to be interactive without opening
yourself to lawsuits from other companies
• Applying the arguments in Doctor’s Associates Inc. v. QIP
Holder LLC to your company’s practices
- at what point is the advertiser liable for user generated content?
- false claims and Lanham Act implications
• Preventing consumers from making false claims
2:30 Afternoon Coffee Break
2:40 Do Good While Doing Well: Integrating
Philanthropy with Sweepstakes, Contests
and Promotions
Dorit S. Heimer
Assistant General Counsel
Save the Children (Westport, CT)
Edward B. Chansky
Of Counsel
Greenberg Traurig, LLP (Las Vegas, NV)
Cliff Perlman
Partner
Perlman and Perlman LLP (New York, NY)
Brian Fergemann
Partner
Winston & Strawn LLP (Chicago, IL)
• Associating your brand with a charitable cause
• Defining the legal limits on charitable “raffles” and sweepstakes
- avoiding traps under state laws
- sweepstakes laws apply even to charities
- risks and best practices when linking a sweepstakes
to a charitable donation
• Capitalizing on community service while promoting
your brand or product
• Identifying regulatory requirements for cause marketing
- different state regulations
- determining what should and should not be in the contract
- differentiating between a sweepstakes and a promotion
- registration requirements for sponsors and charities
- disclosure requirements
- tax implications
• What are the new and emerging forms of cause marketing
and how are they regulated?
- donation of reward points
- public voting on where donation gets made
- prize for biggest fundraiser
3:45 Going Global: Running a Worldwide
Sweepstakes Campaign that Complies
With Varying Country’s Laws
David Kurns
Associate Counsel
ePrize (Pleasant Ridge, MI)
Michel Béjot
Partner
Bernard Hertz Béjot (Paris, France)
Markus Körner
Partner
Bird & Bird LLP (Munich, Germany)
Wendy S. Reed
Counsel
Heenan Blaikie (Toronto, Ontario)
• Vetting sweepstakes, contests and promotions
rules with local counsel in each country
• Researching the translation and registration
requirements of each country
• Differentiating between a sweepstakes and a contest
in each country
• Complying with the laws of different countries
- European Rules - Australia - Canada
• Applying Puerto Rico’s loosened sweepstakes rules to U.S.based
companies with an interest to enter new markets
- elimination of Spanish-language requirement
4:45 Establishing a Kid Friendly Sweepstakes
That Adheres to Stringent Guidelines
Lucas G. Paglia
Associate General Counsel
American Eagle Outfitters, Inc. (Pittsburgh, PA)
Tina Poturica-O’Neill
Senior Advertising Review Specialist
Children’s Advertising Review Unit (New York, NY)
Alan Friel
Partner
Wildman Harrold (Beverly Hills, CA)
• Learning what the CARU red flags are and how
to avoid them
- displaying information about what exactly is being
won in language that minors can easily understand
and identify with
- ensuring disclosures meet CARU’s standards for
specificity
• Drafting rules that clearly state the free means of entry
- distinguishing between no purchase necessary vs.
free means of entry
• Developing effective and verifiable means of obtaining
parental consent when collecting information from minors
- identifying when parental consent is unnecessary
under COPPA
- notifying parents how to remove their child from
the sweepstakes
• Increasing scrutiny over data collected from children’s
cell phones
5:45 Conference Concludes
Register now: 888-224-2480 • fax: 877-927-1563 • AmericanConference.com/sweepstakes
© American Conference Institute, 2010

PRIORITY SERVICE CODE
696L11-WEB
contact dEtails
REgistRation foRm
ATTeNTION MAILROOM: If undeliverable to addressee, please forward to:
advertising & marketing counsel, Promotions manager, Paralegal – advertising & Promotions,
contract administrators
confEREncE codE: 696l11-nYc
o YEs! Please register the following delegate for 4th annual focus on sweepstakes, contests, & Promotions
NAME POSITION
APPROVING MANAGER POSITION
ORGANIZATION
ADDRESS
CITY STATE ZIP CODE
TELEPHONE FAX
EMAIL TYPE OF BUSINESS
Fee PeR DeLeGATe Register & Pay by Jul 23, 2010 Register & Pay by Aug 27, 2010 Register after Aug 27, 2010
o Conference Only $1395 $1495 $1595
o Conference & Workshop oA or oB $1695 $1795 $1895
o Conference & Both Workshops $1995 $2095 $2195
o I would like to add __ copies of the conference documentation to my order - $299 each
o I cannot attend but would like information regarding conference publications
o Please send me information about related conferences
PaYmEnt
4 th Annual Focus on
Sweepstakes,
Contests,
Please charge my o VISA o MasterCard o AMEX o Please invoice me
NUMBER EXP. DATE
SIGNATURE
(for credit card authorization and opt-in marketing)
o I have enclosed my check for $_______ made payable to
american conference institute (T.I.N.—98-0116207)
& Promotions
Practical strategies for maintaining legal and regulatory
compliance for all your promotional practices
September 24, 2010 | The Helmsley Hotel • New York, NY
o I would like to receive CLE accreditation for the following states: ___________________. See CLE details inside.
o ACH Payment ($USD)
Please quote the name of the attendee(s) and
the event code 696L11 as a reference.
For US registrants:
Bank Name: HSBC USA
Address: 800 6th Avenue, New York, NY 10001
Account Name: American Conference Institute
UPIC Routing and Transit Number: 021-05205-3
UPIC Account Number: 74952405
Non-US residents please contact Customer Service
for Wire Payment information
✃
Pre-Conference Workshops
September 23, 2010
A “Many Will Enter, Few Will Win:”
Benchmarking Best Practices
in Sweepstakes and Promotions
Rule Drafting
B Social Media Technology Boot
Camp: Understanding the
Technology Behind the Platforms
Registration fee
The fee includes the conference, all program materials, continental breakfasts,
lunches, refreshments and complimentary membership of the ACI Alumni
program.
Payment Policy
Payment must be received in full by the conference date. All discounts will be
applied to the Conference Only fee (excluding add-ons), cannot be combined
with any other offer, and must be paid in full at time of order. Group discounts
available to individuals employed by the same organization.
cancellation and Refund Policy
You must notify us by email at least 48 hrs in advance if you wish to send
a substitute participant. Delegates may not “share” a pass between multiple
attendees without prior authorization. If you are unable to find a substitute,
please notify American Conference Institute (ACI) in writing up to 10 days
prior to the conference date and a credit voucher valid for 1 year will be issued
to you for the full amount paid, redeemable against any other ACI conference.
If you prefer, you may request a refund of fees paid less a 25% service charge.
No credits or refunds will be given for cancellations received after 10 days prior
to the conference date. ACI reserves the right to cancel any conference it
deems necessary or remove/restrict access to the ACI Alumni program
and will not be responsible for airfare, hotel or other costs incurred by
registrants. No liability is assumed by ACI for changes in program date,
content, speakers, venue or arising from the use or unavailability of the
ACI Alumni program.
Hotel information
American Conference Institute is pleased to offer our delegates a limited
number of hotel rooms at a preferential rate. Please contact the hotel
directly and mention the “ACI Sweepstakes” conference to receive this rate:
Venue: The Helmsley Park Lane Hotel
Address: 36 Central Park South, New York, NY 10019
Reservations: 212-521-6640
incorrect mailing information
If you would like us to change any of your details please fax the label on
this brochure to our Database Administrator at 1-877-927-1563, or email
data@AmericanConference.com.
5 Easy Ways to Register
*
Ê '
:
8
MAIL American
Conference Institute
41 West 25th Street
New York, NY 10010
PHONE 888-224-2480
FAX 877-927-1563
ONLINE
AmericanConference.com/sweepstakes
EMAIL
CustomerService
@AmericanConference.com
CONFERENCE PUBLICATIONS
To reserve your copy or to receive a catalog of ACI titles go to
www.aciresources.com or call 1-888-224-2480.
SPECIAL DISCOUNT
We offer special pricing for groups and government employees.
Please email or call for details.
Promotional Discounts May Not Be Combined. ACI offers financial
scholarships for government employees, judges, law students,
non-profit entities and others. For more information,
please email or call customer care.