Consumers increasingly want to feel good about their buying decisions and like-minded companies often look for ways to communicate how they align with consumers in the marketplace through “cause marketing.”
Advertising and Marketing and Consumer Product Safety practice groups chair Christie Grymes Thompson covers a specific type of cause marketing – the commercial co-venture (CCV) – in the latest episode of the Ad Law Access Podcast, Cause Marketing – Commercial Co-Ventures: What You Need to Know Before Getting Started.
Commercial coventures are typically when a company teams up with a charity to offer a product or service or to sponsor an event, and consumer’s purchase or participation in the event triggers a donation to the charity. Christie discusses the statutes that apply to co-venturers and what you need to know to get started.
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