In response to increasing complexities in the area of digital legal compliance, the Advertising Federation of Australia (AFA) will launch a legal guide for agencies working within digital media.

The guide, which was prepared by Stephen von Muenster, principal of Sydney-based Von Muenster Solicitors & Attorneys, aims to raise awareness of potential hazards and assist agencies by providing appropriate advice on legal compliance.

The AFA Digital Committee, a collection of digital planning, creative and management specialists, has developed the guide with an emphasis on the practical application of the information. As a result, the guide uses real life case studies to highlight common issues and provides useful tips on avoiding potential problems. The guide aims to raise awareness of the issues before they become problems - prevention rather than cure.

Mike Zeederberg, AFA digital chairman and national board member, says the guide is an important tool for agencies to understand the implications of their ideas. “As marketing communications professionals, we need to ensure we’re getting the right message through the right channels without placing ourselves, or our clients, at risk. This guide is designed to help agency staff identify issues before they become problems,” he said.

The guide will cover areas including consumer protection laws, SPAM and privacy laws, digital content regulation in addition to highlighting some legal challenges for game, mobile and viral marketing. The members-only guide is set to be released in a beta form print version with further editions available as changes to legislation and application occur. A digital release of the guide is also planned for release to members in the future.