Legal issues associated with international Internet marketing

Marketing organizations are establishing Websites at an unprecedented rate. Despite this rapid growth, many firms are developing Websites with an inadequate understanding of the domestic and international legal issues associated with having a presence on the Internet. This lack of knowledge can result in firms facing expensive and time‐consuming litigation. We therefore present the major legal issues that may arise as a result of creating, maintaining, and protecting Websites. In particular, we discuss and provide managerial recommendations regarding consumer protection, defamation and disparagement, intellectual property violations, and jurisdictional issues for international Internet marketers.