Laws govern a lot of what we do and there are specific rules for almost every sector/industry. This also applies to content marketing. As the generation that thrives and survives on the internet, content marketing is a lucrative career option. 


However, when content is being used for commercial purposes, the lines for its use can be quite blurry and it is scary as even minor slips can easily have grave legal and financial repercussions. So, here are some legal grounds to be aware of if you wish to pursue content marketing.

1.)        Consumer Marketing Laws

These laws work to ensure that marketing and advertisements are truthful. When you are promoting products and services through your content, be very careful so you don’t end up misleading your audience. These laws generally cover, advertising, endorsements, telemarketing, reviews, testimonials, and so on.

Some general laws for content marketing are that businesses are not legally allowed to send off messages arbitrarily. This means that you must receive consent before contacting individuals. Whether you’re sending an email or message to promote your content, you need to disclose that they are receiving it as you are using the email addresses, they have submitted to you.

2.)         Intellectual Property

Not all contents are originally created. As a content creator or marketer, you are dependent on multiple other sources in the market.  If you use the intellectual property (IP) of other creators’ such as music or photographs, you need to ensure that you have the permissions or licenses to use them. Also, making slight changes to the IP and using it as your own will not necessarily avoid copyright infringement if the original owner is able to prove that you have based it on their creation.

3.)        Privacy Law Obligations

Like all other places on the internet, even content marketing platforms are obliged to follow certain privacy laws. Further, if you are using your content to collect personal information, you will have to establish a privacy policy explaining what information you are collecting, its purposes of it and how it will be used.


4.)        Outsourcing and agreements

Content production and creation can be a complex task deepening upon the project. If you are working to come up with a big budget and large-scale content, you could at times be required to outsource some of the work. Use proper outsourcing agreements and set out the terms and conditions well. Do not miss out on covering the scope of the work, deliverables, payment schedules and fees; confidentiality of information shared, dispute resolution processes; and limitations of your legal responsibility. 


Similarly, you could be the company that is being outsourced. Meaning that you create content for a client. In such cases, clearly state the rights to the work on the agreement. Be clear about if you can use your work as a reference in the future, in a portfolio, or for business pitches. If your client would like to have exclusive rights over it and also not go public with your involvement in the creation, it might be a good idea to sign a Non-Disclosure Agreement for that extra protection.  


Content marketing services is really effective, and it ultimately helps drive traffic, improve conversions, and build loyalty. While it does sound like a sweet deal, it is crucial that you stay aware of the laws regarding it. Always get licenses and the right to use images, and artworks that are included in your content, and make sure you have permission to use trademarked property and display adequate disclaimers too.

Author's Bio: 

Paris Tamang is a Marketing Manager at which is a legal-tech company that is an end-to-end platform for smaller companies to create, negotiate, and sign both simple and complex contracts.