Marketing compliance glossary

Marketing compliance is making sure campaigns meet legal, regulatory, and brand requirements before they go live. Here is what it covers and how to enforce it.

A compliance gate is a control that blocks a campaign from going live until defined checks pass. Here is how an enforced gate works in marketing.

The FINRA marketing rules, chiefly Rule 2210, govern how US member firms communicate with the public. Here is what they set standards for.

Digital asset management is storing, organising, and controlling access to brand and creative files. Here is what a DAM does and why teams use one.

A campaign approval chain is the ordered sequence of stages a campaign task passes through before it is approved. Here is how approval chains work.

Earned media value, or EMV, estimates what earned coverage and engagement would have cost as paid media. Here is what EMV measures and its limits.

Online proofing is reviewing and marking up creative files in a shared digital space with positional comments and version comparison. Here is how it works.

A brand asset library is a controlled store of a brand's approved files with version control and usage-rights tracking. Here is what it holds and why.

A marketing audit trail is an immutable record of who did what and when across a campaign's approvals and decisions. Here is what it captures.

A compliance certificate is a timestamped record that a campaign passed its required checks at a point in time. Here is what it captures and why it helps.

Multi-stage approval routes work through several ordered review stages before it is cleared. Here is how multi-stage approval works in marketing.

Field locking lets headquarters set which campaign fields a location must not change, such as brand assets or the key message. Here is how it works.

A live-data trigger launches or changes a campaign automatically in response to real data, such as a metric threshold or a date. Here is how triggers work.

Marketing operations is the discipline of the people, process, data, and tools that let a marketing team run campaigns reliably. Here is what it covers.

A go-live gate is the final control that decides whether a campaign is allowed to launch. Here is what a go-live gate checks and where to enforce it.

Regulated marketing is marketing in sectors where promotion is governed by specific rules, such as finance, health, and pharma. Here is what it involves.

AHPRA regulates advertising by registered health practitioners in Australia under the National Law, with limits on testimonials and misleading claims.

The TGA regulates advertising of therapeutic goods in Australia under the Therapeutic Goods Act 1989 and the Therapeutic Goods Advertising Code.

The SEC marketing rule governs how registered investment advisers in the US may advertise, including requirements around testimonials and performance.

Usage rights define how, where, and for how long a brand may use a creative asset such as a photo, font, or piece of music. Here is why they matter.

Version control for creative keeps the history of each asset and proof so a team always knows which version is current and approved. Here is why it matters.

A marketing calendar plots every campaign, task, and content item across time so a team works from one schedule. Here is what a good one includes.

Marketing resource management, or MRM, is the discipline of planning and tracking a marketing team's people, budget, assets, and work. Here is what it covers.

A single source of truth in marketing is one authoritative place for a team's campaigns, assets, approvals, and schedule. Here is why it matters.

A financial promotion is a communication that markets a financial product or service. Here is what counts as one and why it attracts regulatory attention.

Misleading or deceptive conduct is advertising that creates a false impression, prohibited under Australian consumer law. Here is what it means for marketers.

Brand consistency is keeping a brand's look, voice, and message uniform across channels and locations. Here is why it matters and how to maintain it.

A marketing approval bottleneck is a review step that stalls work and delays launches. Here is what causes them and how to keep review fast without losing control.

Proofing is marking up creative to get it right; approval is the formal sign-off that it may proceed. Here is how the two differ and how they work together.