"Compliance in Marketing. User-friendly 3.0 – The New Standard in Building Online Products"

On 14th November, the webinar titled “Compliance in Marketing. User-friendly 3.0 – The New Standard in Building Online Products” took place, organised by the IT Ukraine Association in collaboration with the law firm Avitar.

 

Speaker Myroslav Khmarskyy — Partner at Avitar Law Firm, expert in marketing compliance, with over 10 years of experience in e-commerce regulation and a mentor in team building and personal developmentʼ

 

Why is it essential for IT lawyers to understand design and know UX and UI?

 

When developing marketing materials and web products, it is crucial to ensure legal and ethical compliance, especially in the context of design and communication with end-users. This is because a website or app’s interface can influence how users perceive it, potentially leading to legal consequences, such as misleading users or exploiting trust.

Principles of Marketing Compliance:

 

1. Clarity: Information must be clear and easy to understand, without any ambiguity.
2. Consent: Users must clearly agree to important actions, such as data collection.
3. Control: Users should be able to opt out of services or access their data freely.

 

Dark Patterns are design elements that deceive consumers, causing them to take actions they did not intend. This includes manipulations in interfaces that make it difficult for users to unsubscribe from services or force them into clicking buttons without understanding what they mean.

Case Study with Red Colour: Using red to induce anxiety in users could be seen as manipulation and is prohibited under U.S. legislation.

 

How to make a website or application accessible for all user groups?

 

It is important to understand that users interact with products or services at every stage of their journey, from discovering the product to post-purchase support.

 

The main goal is transparency and clarity to avoid misinformation or false expectations from users.

 

Formal communication with users happens through documents. Documents on the website form the contract between the company and the user. They cover product instructions, standardization, and other details.

User-friendly 3.0

 

1. Honesty / Transparency.
2. Privacy / Data Protection.
3. Accessibility.

 

What is Accessibility? What are the forecasts for its implementation in Ukraine? 

   

Accessibility is not only a requirement but also an element of modern ethics and business efficiency. The importance of accessibility:

 

• Inaccessible websites limit the user base and can lead to losses.
• Successful products must be inclusive and comply with both local and international standards.
• Accessibility must be maintained at every stage of user interaction.

 

Accessibility in Ukraine: Web accessibility is regulated by the DSTU EN 301 549:2022 standard, which was adopted on 15th June 2022. This standard is based on the European standard and follows the Web Content Accessibility Guidelines (WCAG 2.1), which European legislation has been using for several years.

 

The National Strategy for Barrier-Free Accessibility until 2030 includes the gradual implementation of accessibility standards for all major online resources.