Marketing Ethics and Compliance

If you’re sending emails in bulk (>5000 emails/day), you need to know this. In a recent update, Google laid down a threshold of spam rate for bulk senders, which is less than 0.3%. This means two things: [1] You need to monitor the no. of spam complaints regularly - Spam complaints are NOT emails landing in your spam folder [2] You need to keep your spam complaints below 0.3% - Many of the companies I know have higher spam complaints First, start monitoring spam complaints by setting up Gmail Postmaster Tools for your domain. It’s a free tool by Google to check delivery errors, spam reports, domain reputation, and IP reputation. The more important question though is how to maintain spam complaint rates below 0.3%. The answer is simple - Be more relevant and valuable to users. For that, make sure to: [a] Segment your users (Use their activity, intent, and need to segment) [b] Understand what each of these segments want (Ask them questions) Send emails that are relevant to their needs. Don’t just sell but educate, entertain, and engage them [c] Bring novelty in each email. Don’t just keep sending the same sales-oriented email every day. If you don’t have any value to add, don’t send the email. There are other requirements for senders, too, like: [1] Authenticate outgoing emails by setting up SPF, DKIM, and DMARC. DMARC may be set to p=none. [2] Enable one-click unsubscribe. And process unsubscription requests within two days. The deadline to set these up is February 1, 2024 - but they’re nudging senders to set them up already. In fact, setting these up earlier “may improve your email delivery”, the update said. For more details - read their email sender guidelines [link in comments]

Hey, companies! Before you hit "post" on that International Women’s Day content, let’s do a quick check: ✅ Have you reviewed your gender pay gap? ✅ Are you actively closing it—not just talking about it? ✅ Is your IWD campaign backed by real change, or just pink-washed PR? Because nothing says “we value women” quite like a polished LinkedIn post… from a company where women are still underpaid, underrepresented in leadership, and overlooked for promotions. If your leadership team is a boys’ club, if working mums are penalised for having kids, if women in your organisation are still fighting for the pay, promotions, and respect their male colleagues receive as default—maybe sit this one out. International Women’s Day isn’t a branding opportunity. It’s a wake-up call. If you’re serious about equality, start with your numbers. Fix the gap. Change the culture. Do the work. Because if the math doesn’t add up, neither does your message. #GenderPayGap #IWD #ActionsNotWords #DoBetter

Time to re-evaluate ethical storytelling? The Gates Foundation’s recent video on Instagram has brought this question to the forefront — and the comment section made it clear: audiences are paying attention. While the intent may have been inclusion or unity, the execution leaned into an outdated and unhelpful saviour narrative. Following an enlightening session on ethical storytelling with Akosua Kwafo Ogyiri, APR at the just ended Women in PR Summit, here are a few reflections from a communications and storytelling perspective: • Visual framing shapes perception. When a white man is inserted into an African-led creative piece without any meaningful shift in message, tone, or outcome, it doesn’t add value; it sends a message that that outside presence is necessary for completeness. That could be seen as performative. The line “missing us” especially felt out of place, because nothing about his addition changed the emotional or narrative arc. • Narrative control is a form of power. Ethical storytelling requires that we ask: Who is being centered? In this case, local voices were visually and symbolically overshadowed. Even in subtle ways, such framing shifts the story away from the communities at its core — the very people it should uplift. • Symbolism isn’t enough. Representation isn’t simply about showing up; it’s about how people show up and who gets to lead the story. Development storytelling should go beyond symbolic participation and actively invest in co-creation — inviting communities to define, direct, and deliver their own narratives. • The audience is evolving. Today’s viewers are not passive consumers. They are informed, discerning, and vocal. They’re asking critical questions about authenticity, equity, and respect. Especially in global philanthropy and development, storytelling must rise to meet this moment — or risk eroding trust. The bar is higher now, and that’s a good thing. Ethical storytelling is not a nice-to-have — it’s a standard. One that prioritizes dignity, truth, and shared ownership. Let’s take this reaction as an invitation to re-evaluate the stories we tell and the power structures behind them. #EthicalStorytelling #NarrativePower #StrategicCommunications #DecolonizeAid #RepresentationMatters #BuildWithCommunities #AuthenticBranding #ReframeTheNarrative

Sustainability Policy and Market Tools 🌍 Policy measures and market frameworks are essential to translate sustainability goals into tangible progress. They provide the structure businesses need to align with evolving expectations. Carbon pricing and caps attach a financial cost to emissions. This mechanism encourages companies to reduce their footprint and invest in low-carbon solutions. Disclosure and reporting mandates improve transparency. Standardized ESG and climate information makes it possible to evaluate risks, performance, and strategy across industries. Supply chain due diligence extends responsibility across value chains. Companies are expected to identify and address environmental and social impacts linked to their operations. Product and performance standards reshape industries. Rules on durability, recyclability, and efficiency drive innovation and reduce negative impacts throughout the lifecycle. Classification and labels create clarity in the market. Taxonomies and eco-labels define what qualifies as sustainable, directing both capital and consumer demand. Sustainable finance rules guide the flow of investment. Green bonds, loans, and stewardship frameworks ensure capital supports credible and impactful projects. Incentives and public procurement generate demand. Subsidies, credits, and government purchasing help sustainable solutions achieve scale. Market integrity and assurance protect credibility. Independent audits, penalties, and claim controls strengthen trust in sustainability data. Individually, each of these measures matters. Together, they reinforce one another and accelerate systemic change. For companies, aligning with these policies is now a requirement for access to markets, capital, and long-term competitiveness. Sustainability advances when rules and incentives create a level playing field that rewards meaningful action and discourages greenwashing. #sustainability #business #sustainable #esg

Regulations often feel like barriers. The best product teams know how to turn them into opportunities. As product counsel, you can help your team leverage compliance as a competitive advantage. Here’s how to make regulations work for you: Position Compliance as a Feature: "GDPR compliance isn’t just a requirement—it’s how we keep your data safe." Use this in marketing to build trust. Use Standards to Enter Markets: Regulations like PSD2 or FDA approval create high barriers to entry—turn them into your unique selling point. Exceed Baseline Requirements: Go beyond accessibility or environmental laws to deliver exceptional experiences for underserved markets. Spot Trends Before They’re Mandates: Proactively align with emerging regulations (like AI transparency laws) to position your product as a leader. Collaborate With Regulators: Build relationships and advocate for smart policies that align with your product’s goals. When you approach regulations intentionally and creatively, you don’t just follow the rules—you lead the market. What’s your favorite example of turning compliance into innovation? -------- 💥 I’m Olga V. Mack 🔺 Expert in AI & transformative tech for product counseling 🔺 Upskilling human capital for digital transformation 🔺 Leading change management in legal innovation & operations 🔺 Keynote speaker on the intersection of business, law, & tech 🔝 Let’s connect 🔝 Subscribe to Notes to My (Legal) Self newsletter

Case Study. Must read. Fixing Gmail deliverability isn’t as simple as changing your IP or switching platforms. In one real case: A brand moved to a dedicated IP on their ESP’s advice, hoping it would fix domain reputation issues. Warm-up was done correctly. SPF, DKIM, and DMARC were all passing. But Gmail Postmaster reputation dropped to "bad" and stayed there Gmail inbox placement went to 0%. CTRs were around 0.2%, and nothing improved. The core issue wasn't technical. It was behavioral. Their student emails were opt-in. But corporate emails came from purchased ZoomInfo lists. Gmail picked up on this and punished the entire domain. Changing IPs just exposed the issue faster. Their suppression logic also made things worse: 1. Users were suppressed only after 10 sends with no clicks 2. That means 10 chances to hurt domain reputation 3. Engagement-based filtering is strict 4. If people don’t interact, Gmail assumes your content is unwanted Technical setup wasn't perfect either: 1. Their signup API lacked rate limits 2. Bots were likely abusing the form 3. This led to emails being sent to fake or unverified addresses More bad signals sent to Gmail A "0% spam complaint rate" looked good on paper, but it was misleading. If no one sees your email in the inbox, they can’t complain. That’s a sign your emails are already deep in spam. Should you ever change IPs? Yes, if recommended by an experienced deliverability expert because the IPs are burnt and beyond recovery anytime soon. But only after identifying and fixing the root cause. Changing IPs without fixing your behavior is just a temporary patch What can actually help? Along with all other best practices, 1. Stop mailing Gmail users for a while. 2. Start fresh with small, high-quality segments. 3. Promote your email content on your website or social media to drive awareness. Good deliverability doesn’t come from tools or IPs. It comes from permission, relevance, and engagement. I have seen a lot of marketers with no optin lists but with content relevance and positive engagement they are doing great. If Gmail doesn’t see real interest in your emails, nothing else will matter. Happy to chat if you're navigating a similar situation. #email #emailmarketing

The journalist-PR relationship is built on something deceptively simple: mutual respect and truth. Break either, and the whole thing collapses. Journalists and comms professionals don’t always have aligned goals. Sometimes we collaborate. Sometimes we’re on opposite sides of a tough story. That’s fine, and it’s part of the job. But what mustn’t ever get lost is the understanding that both sides are doing their job, and that the only sustainable currency in this relationship is honesty. I once reported a difficult piece involving serious allegations at a large tech company. A senior PR called me off the record. We talked for a while. But some of what they told me I knew wasn’t true. I told them so, and I said plainly: if this is how you operate, I can't trust you. Not just you, individually: your entire press office. So I don't anymore. When one comms person misleads a journalist, it undermines more than just that exchange: it poisons the well. And it makes it harder for the next person in your team to get a fair hearing when it really matters. #Journalism #PublicRelations #MediaEthics #TrustInMedia #PRFails #CrisisComms #TruthMatters #MediaRelations #PressOffice #CommsEthics #CorporateComms

Are your ESG disclosures building trust or raising eyebrows? Imagine Businesses grappling with ESG compliance. The biggest challenge isn’t the frameworks themselves. it was understanding the why behind their choices. One company, a medium-sized company, was spending over half its ESG budget on disclosures but felt it wasn’t making the impact it wanted. Sound familiar? Investors, regulators, and even customers expect transparency that’s backed by substance. But here’s the catch: Not all frameworks are created equal, and using the wrong one can waste time, money, and trust. Let’s break it down: -Start with stakeholder needs. Whether it’s TCFD, GRI, or ISSB, the best framework for your business is the one that aligns with your goals and audience. For example, TCFD is great for addressing climate-related risks, while GRI shines when it comes to comprehensive reporting. -Accuracy isn’t optional. A recent study found that over 40% of companies risk reputational damage due to inconsistent ESG data. Building strong governance systems and involving third-party assurance can save you from costly mistakes. -Upskill your teams. Equip your finance, legal, and communications teams with the knowledge to navigate ESG reporting. Mistakes don’t just cost money they cost credibility. One of the most overlooked aspects? Storytelling with purpose. Data is essential, but case studies that show the real-world impact of your efforts resonate far more. Stakeholders want to see the human side of ESG. From my perspective, Getting ESG right isn’t about perfection it’s about authenticity. If you focus on clear, consistent messaging and align your actions with stakeholder expectations, your disclosures won’t just meet regulations; they’ll earn trust. How does your organization approach ESG compliance? Do you see it as a challenge or an opportunity? Share your thoughts below I’d love to hear them!

“This desire to always do and say the ‘right’ thing with no real action to back it up is what earns the title of a performance. Activism is not Broadway. There’s no script, rehearsal, standing ovation. I love a good meme, don’t get me wrong. Bumper stickers and hashtags are all fine too. But only so long as we *do something* and push past the need for constant validation.” … “The identity becomes the only thing that matters, not whether our purposes are achieved. We want to be celebrated for our efforts. We want our affirmation cookies, reassurance that we are good and, as a result, safe. We lack durability in the face of conflict. We must repaint ourselves for difficult conversations and learn the skills that we were not taught as kids.” — Elise Loehnen, On Our Best Behavior … On International Women’s Day, I want to see companies share specifically *what they did* to enable women’s success. With words like “pay” “promote” “policy” “equity.” NOT a hollow “empowered.” Otherwise, it looks like you’re taking credit for the women’s successes, even though all you’ve possibly done is given them W-2s. Many women out there are achieving success *in spite of* their employers. Using this day to identify and seek validation for yourself and your companies as one of the “good” ones for women, without actions to back it up, shows overt ignorance if not malice. #internationalwomensday #womenincybersecurity #cybersecurity #iwd2025

I’ve spent more 10+ years helping behavioral health and SUD leaders protect their reputations—and sometimes rebuild them. I’ve seen some stuff folks: The well-meaning provider who didn’t vet their marketing agency. The investor who overlooked a shady lead-gen funnel and lax compliance protocols during due diligence. The care team delivering great outcomes overshadowed by bad actors in the space. So when I saw the FTC’s latest lawsuit (nice reporting by Chris Larson) against a network accused of deceptive marketing, it wasn’t surprising. But it was still frustrating. Because every time a case like this breaks, it harms the trust that good providers and care navigators work so hard to earn. If you work in treatment, recovery, marketing, investing, or care navigation—here’s what matters now: 1. This isn’t just about ads. It’s about trust. What patients and families see online shapes what they believe about your care. If your ads are misleading or your call center buries disclosures, you’re not just risking a lawsuit—you’re undermining credibility with everyone who matters: regulators, referral sources, and the people you serve. 2. Accreditation is more than a badge—it’s a backbone. LegitScript, CARF, Joint Commission—these standards are critical. They are not just marketing talking points; they reflect deep work around clinical excellence, transparency, and compliance. If your partners aren’t aligned with them, that’s a red flag. 3. Investors: due diligence isn’t just financial, it’s reputational. The FTC named specific individuals in this case. If you’re looking at a treatment business, your diligence should go beyond spreadsheets. Understand the marketing footprint. Know the leadership team’s history. And yes, loop in experienced PR pros before the deal closes, not just before or (wince), after the headlines hit. 4. Storytelling starts with truth-telling. Your strongest narrative doesn’t come from a flashy campaign; it comes from your patients, your staff, your clinical data, your ethics. Consistency across intake, treatment, discharge, and follow-up builds a brand that lasts. 5. The referral industry has made real progress, but it’s still vulnerable. I work with care navigators and digital health partners who follow the highest legal and ethical standards. These are the folks we should be lifting up. The entire sector benefits when we spotlight ethical options—and push out the shady players who risk it all for short-term wins. 6. Your brand is only as strong as your weakest link. One deceptive ad, one misaligned vendor, one misleading landing page can do immense damage. If you’re growing fast, be even more cautious. Protect the reputation you’re building. TL/DR: ➡️ If you’re serious about helping people recover, your business model should reflect it at every level. ➡️ Be transparent. Stay compliant. Lead with integrity. ➡️ Build a story your stakeholders will be proud to stand behind.