lundi 30 janvier 2017

Super Bowl Advertisers Spending Millions To Run Ads About Their Ads

Advertisers love the Super Bowl, since it’s one of the few times that huge numbers of people sit and watch the same thing in real time, while paying attention to the commercials. Some marketers want to increase the impact of their ads even more, by spending over $1 million promoting their Super Bowl commercials. They’re shelling out to advertise their ads.

The New York Times introduced us to this phenomenon, learning from a sports and entertainment marketing executive that she tells clients planning a Super Bowl commercial that they should plan to spend another 25% over the cost of running the ad on promoting the spot.

This year, commercials during the Super Bowl cost up to $5 million, which means that the marketing budget would be as high as $1.25 million.

That doesn’t mean that the companies are running commercials on TV: marketing campaigns include pitches to print and online news outlets and TV commercials. When you see a news item about an upcoming Super Bowl ad, the advertiser probably didn’t pay to for that story, but did pay someone to bring that story around to news outlets. That’s called “earned media,” or publicity that a brand gets based on just being interesting.

Marketers even disagree on whether it’s better to keep an ad out of the public eye until the game, or to release it early to build up extra buzz. The director of marketing for Buick told the Times that Buick is releasing its ad early this year and using social media, including Instagram’s newly-monetized stories feature, to promote its spot before the game. Releasing the ad early “gives us a longer time span to engage consumers, and I believe it’s a better return on our investment,” she explained.



Trump Executive Order Requires Cutting 2 Old Rules For Every 1 New Rule, But Is It That Easy?

This morning, President Donald Trump signed an executive order that is being described as “two out, one in,” meaning that for each new federal regulation, two existing rules are to be cut. While it might seem like a simple concept, the reality is quite different.

While the White House is claiming that this order (full text at the bottom of this story) is about slashing onerous federal regulations, the more likely effect is a slowdown on new rules. That’s because the process for undoing and revising existing rules can be just as time-consuming as creating new ones.

The Administrative Procedures Act (APA) provides what is effectively a 4-step process for the executive branch agencies when crafting new federal regulations.

1. Issue a notice of proposed rulemaking: This is when the agency tells the world, “Hey we’re thinking about issuing a rule to do XYZ” with some general details and goals.

2. Get comments on this rule: This is when the public and other various stakeholders in a proposed regulation chime in, filing comments that the agency is then supposed to take into consideration before moving on to the next step…

3. Issuing the final rule: These are the the text-heavy beasts — sometimes hundreds of pages — that get into the nuts and bolts of the regulation. Understanding the finer points of these rules (and how to sidestep them) is why corporate lawyers often make very good money.

4. Publishing and setting an effective date: For a finalized regulation to be official it first has to be published in the Federal Register, and even then there is at least a 30-day window before it goes into effect.

Doing It Over Again

The APA doesn’t spell out a separate process for undoing a rule, but the law does define “rule making” as the “agency process for formulating, amending, or repealing a rule.”

In 1982, the Court of Appeals for the D.C. Circuit ruled in Consumer Energy Council v. FERC that, via this definition, the APA “expressly contemplates that notice and an opportunity to comment will be provided prior to agency decisions to repeal a rule.”

In other words, that means that repealing an existing rule requires the same process. And since the just-signed executive order mandates that two current rules must be targeted for repeal, that would mean that introducing a single new rule would actually mean going through the rulemaking process three times.

Even an expedited rule requires several months to go through the notice, comment, and finalizing process. Complicated new rules can take more than a year before being finalized.

Zero-Sum Game

If you establish a new regulation, under this order, it’s not simply a matter of finding two pieces of low-hanging regulatory fruit that could arguably be sacrificed to make way for the new rule. The order specifies that for this fiscal year, the net incremental cost of all new regulations must be “no greater than zero.”

That means that the eliminated rules must at least offset the cost of the incoming rule. Regulatory experts we spoke to said that this raises concerns about eliminating existing regulations based on their cost rather than their effectiveness.

Unstoppable Rules

Some rules are required by existing law, and these may fall outside the control of this order. If an agency fails to draft a regulation that is required by an existing statute, the agency can be sued and a court can compel the government into following through on its legal obligation.

The order does allow for exceptions to the 2-for-1 requirement, in case of “emergencies and other circumstances that might justify individual waivers.”

There is currently a freeze on all new and in-progress rules in the Executive branch agencies. This is a common practice whenever a new administration moves into the White House.

What remains to be seen is if the 2-for-1 requirement will apply to only entirely new rules or also to in-progress rulemaking.

“Cartoonish & Unsophisticated”

While the White House and the order’s supporters contend that it’s a boon for American business, a number consumer advocates say that this new requirement is a disaster for consumer protections.

Robert Weissman of Public Citizen called today’s order an “arbitrary attack” and contends that the Trump White House will likely use the 2-for-1 requirement to gut a wide array of rules protection our finances, food, and environment.

“This unprecedented and untested measure will gut the enforcement of wildly popular and successful laws including the Clean Air Act, the Clean Water Act, the Dodd-Frank Wall Street Reform and Consumer Protection Act, the Food Safety Modernization Act, the Pipeline Safety Act and many more,” writes Weissman. “It’s horrifying that even after the Wall Street crash, the massive BP oil spill and numerous other public health and safety disasters across the country due to a lack of strong regulations, Americans will once again have to pay the price for the consequences of corporate recklessness, greed and lawbreaking.”

Michael F. Jacobson, Executive Director at the Center for Science in the Public Interest says that this is just deregulation for the sake of deregulation.

“It’s fair to assume that this latest edict was not run by any of the agencies that actually do the serious business of regulating,” contends Jacobson. “If it were, Trump might have learned that not all regulations are reflexively opposed by the businesses affected by them. Certainly in the food safety world, responsible business leaders supported the Food Safety Modernization Act, which required the writing of new regulations that keep produce, packaged foods, and imports safe.”

He continues, “Rather, this executive order springs from a cartoonish and unsophisticated view of the regulations that keep our air clean, our water potable, our food safe, our planes from crashing, and so on, and ignores the public health benefits of those rules.”

Legislative Shortcuts

As we’ve mentioned in recent months, the new Congress is expected to deploy the Congressional Review Act (CRA) to quickly dispatch a number of recently finalized rules.

The CRA is a little-used law from 1996 that gives lawmakers a brief window to review and, if necessary, voice their disagreement with any newly finalized major regulations. If the House and Senate sign off on a joint resolution of disapproval on a regulation and the President signs it, then the rule is rolled back.

Expect to see several attempts to use the CRA to undo regulations issued in the final months of the Obama administration. Last week, the cable and telecom industries urged congressional leaders to use the CRA to get rid of the FCC’s new broadband privacy rules that were finalized shortly before the election.

=====Full Text Of Executive Order ====

EXECUTIVE ORDER

– – – – – – –

REDUCING REGULATION AND CONTROLLING REGULATORY COSTS

By the authority vested in me as President by the Constitution and the laws of the United States of America, including the Budget and Accounting Act of 1921, as amended (31 U.S.C. 1101 et seq.), section 1105 of title 31, United States Code, and section 301 of title 3, United States Code, it is hereby ordered as follows:

Section 1. Purpose. It is the policy of the executive branch to be prudent and financially responsible in the expenditure of funds, from both public and private sources. In addition to the management of the direct expenditure of taxpayer dollars through the budgeting process, it is essential to manage the costs associated with the governmental imposition of private expenditures required to comply with Federal regulations. Toward that end, it is important that for every one new regulation issued, at least two prior regulations be identified for elimination, and that the cost of planned regulations be prudently managed and controlled through a budgeting process.

Sec. 2. Regulatory Cap for Fiscal Year 2017. (a) Unless prohibited by law, whenever an executive department or agency (agency) publicly proposes for notice and comment or otherwise promulgates a new regulation, it shall identify at least two existing regulations to be repealed.

(b) For fiscal year 2017, which is in progress, the heads of all agencies are directed that the total incremental cost of all new regulations, including repealed regulations, to be finalized this year shall be no greater than zero, unless otherwise required by law or consistent with advice provided in writing by the Director of the Office of Management and Budget (Director).

(c) In furtherance of the requirement of subsection (a) of this section, any new incremental costs associated with new regulations shall, to the extent permitted by law, be offset by the elimination of existing costs associated with at least two prior regulations. Any agency eliminating existing costs associated with prior regulations under this subsection shall do so in accordance with the Administrative Procedure Act and other applicable law.

(d) The Director shall provide the heads of agencies with guidance on the implementation of this section. Such guidance shall address, among other things, processes for standardizing the measurement and estimation of regulatory costs; standards for determining what qualifies as new and offsetting regulations; standards for determining the costs of existing regulations that are considered for elimination; processes for accounting for costs in different fiscal years; methods to oversee the issuance of rules with costs offset by savings at different times or different agencies; and emergencies and other circumstances that might justify individual waivers of the requirements of this section. The Director shall consider phasing in and updating these requirements.

Sec. 3. Annual Regulatory Cost Submissions to the Office of Management and Budget. (a) Beginning with the Regulatory Plans (required under Executive Order 12866 of September 30, 1993, as amended, or any successor order) for fiscal year 2018, and for each fiscal year thereafter, the head of each agency shall identify, for each regulation that increases incremental cost, the offsetting regulations described in section 2(c) of this order, and provide the agency’s best approximation of the total costs or savings associated with each new regulation or repealed regulation.

(b) Each regulation approved by the Director during the Presidential budget process shall be included in the Unified Regulatory Agenda required under Executive Order 12866, as amended, or any successor order.

(c) Unless otherwise required by law, no regulation shall be issued by an agency if it was not included on the most recent version or update of the published Unified Regulatory Agenda as required under Executive Order 12866, as amended, or any successor order, unless the issuance of such regulation was approved in advance in writing by the Director.

(d) During the Presidential budget process, the Director shall identify to agencies a total amount of incremental costs that will be allowed for each agency in issuing new regulations and repealing regulations for the next fiscal year. No regulations exceeding the agency’s total incremental cost allowance will be permitted in that fiscal year, unless required by law or approved in writing by the Director. The total incremental cost allowance may allow an increase or require a reduction in total regulatory cost.

(e) The Director shall provide the heads of agencies with guidance on the implementation of the requirements in this section.

Sec. 4. Definition. For purposes of this order the term “regulation” or “rule” means an agency statement of general or particular applicability and future effect designed to implement, interpret, or prescribe law or policy or to describe the procedure or practice requirements of an agency, but does not include:

(a) regulations issued with respect to a military, national security, or foreign affairs function of the United States;

(b) regulations related to agency organization, management, or personnel; or

(c) any other category of regulations exempted by the Director.

Sec. 5. General Provisions. (a) Nothing in this order shall be construed to impair or otherwise affect:

(i) the authority granted by law to an executive department or agency, or the head thereof; or

(ii) the functions of the Director relating to budgetary, administrative, or legislative proposals.

(b) This order shall be implemented consistent with applicable law and subject to the availability of appropriations.

(c) This order is not intended to, and does not, create any right or benefit, substantive or procedural, enforceable at law or in equity by any party against the United States, its departments, agencies, or entities, its officers, employees, or agents, or any other person.

DONALD J. TRUMP

THE WHITE HOUSE,
January 30, 2017.



Apple Disables Tool That Identified If Phones Were Stolen

Several years ago, Apple introduced Activation Lock, a program that allows consumers to render their devices useless once stolen, along with Activation Lock status checker, which allowed customers to determine if their phone had been secured with another user, a sign it may have been stolen. Now, it appears the latter option is no more.

Mac Rumors reports that Apple removed the status checker from iCloud in the last week, effectively preventing customers from being able to check if a phone is Activation Locked.

Activation Lock is automatically enabled when users turn on Find My Phone and prevents anyone else from using the device unless they can enter the owner’s Apple ID and password.

With status checker, iPhone users could enter the serial number or IMEI of iOS devices – including iPads, watches, and iPhones — to find out if Activation Lock was active.

For example, if someone purchasing a phone enters the serial number, finds that Activation Lock is enabled, and the seller won’t unlocked the device, it could be a sign the phone is stolen or was once lost.

When visiting http://ift.tt/1v92Osj, users are now greeted with a 404 “Not Found” screen.

Additionally, Mac Rumors reports that a corresponding section in Apple’s “Find My iPhone” detailing how to check Activation Lock has been removed.

Activation Lock is just one anti-theft option — often known as so-called “kill switches” —  intended to render phones uses for criminals by allowing consumers to disable their stolen devices. Such kill switches were created to reduce smartphone thefts and save consumers billions of dollars a year in the cost of replacement phones and phone insurance plans.



RIP: Arcade Pioneer & “Father Of Pac-Man” Masaya Nakamura

The man responsible for millions of people spending millions of hours glued to video games has gone to that glowing maze in the sky: Masaya Nakamura, founder of the Japanese video game company behind Pac-Man, passed away last week at the age of 91.

Nakamura founded Namco, now part of Bandai Namco, in 1955 with two mechanical horse rides on a department store rooftop, the Associated Press reports, before going on to pioneer amusement parks and video game arcades. The company confirmed that he died on Jan. 22.

Pac-Man was designed by Namco engineer Toru Iwatani. The signature circular shape of the Pac-Man character is said to have been inspired by the image of a pizza with missing slice. The story is that Nakamura came up with the word “Pac,” or “pakku” in Japanese to mimic the sound of the Pac-Man chewing up his prey.

Pac-Man, which debuted in 1980, went on to become one of the most beloved and popular video games of all time, going from arcade game to the Nintendo home console. It has since has been adapted for cellphones, PlayStation, and Xbox formats, and has been played an estimated 10 billion times, the AP notes. Guinness World Record has also named it the world’s most successful coin-operated game.



Walgreens Says That All Prescriptions Count For For Balance Reward Program, But Not Quite

When the word “all” appears in an ad, are you supposed to take it literally? That’s a good question, and it’s an important question when it comes to how Walgreens advertises its Balance Rewards program. The store’s marketing claims that “all” prescriptions are part of Balance Rewards, but that is not true.

MousePrint noticed this discrepancy in a TV ad promoting the prescription rewards program, noting that the commercial promotes the program by telling customers that they can earn rewards points on all of their prescriptions, with the emphasis on “all.”

Only Mouseprint-decipherer-in-chief Edgar Dworsky knows better than to believe the ad, since he has personal experience with which prescriptions earn points, and knows that his maintenance prescriptions don’t earn points. He checked. Prescriptions like his that come from the mail-order service that Walgreens runs to get customers 90-day refills aren’t eligible.

This makes sense, of course: the goal of the program is to get customers into the store more often. Receiving their drugs in a package in the mail every three months means that customers visit the store to visit the pharmacy rarely, if ever.

MousePrint

The only mention of this that you see on the screen is where it says “Other restrictions apply” in the commercial. Dworsky contacted Walgreens to find out why this information was missing from the ad, and received a response that said in part,

“As stated on our website in the Frequently Asked Questions, only prescriptions picked up in-store are eligible to earn Balance Rewards points at this time.”

The ad directs customers to the store for details, and Dworsky notes that the information isn’t available on the site’s Frequently Asked Questions page. It’s elsewhere on the site.

A few days later, the proper disclaimers explaining the rules appeared on the site. Will they be added to the TV ads? If they are, it will be in tiny print that most customers probably won’t notice.



Industry, ISPs End Controversial “Six Strikes” Copyright Alert System

Since the Napster era began in 1999, content creators and distributors have really, really hated it when you share their stuff online without paying up. Industry groups have tried many ways to stem the tide but one, a four-year-old cooperative alert system, is being scrapped after basically proving not to work.

Variety reports that the pact among internet service providers, movie and TV studios, and record labels that created the Copyright Alert System is being allowed to expire, and will not be renewed and the end of this particular system has come.

The Copyright Alert System (CAS) is also known as the “Six Strikes” program, because that’s how many warnings suspected infringers get.

If your ISP participates in Six Strikes, it first gives you two “educational” alerts when you are suspected of unlawfully sharing copyrighted material. After that come two “acknowledgement” alerts, that require you in some way to indicate you received and read them, and after that come two “mitigation” alerts, that can include throttling your connection speed, redirecting all of your browsing to a landing page that makes you acknowledge the warning on it, or other “minor consequences.”

Comcast, Verizon, Time Warner Cable, and others all signed on in 2011. It was supposed to launch in 2012, but faced delays; finally, the program went live about four years ago, in Feb. 2013.

By Feb. 2014, one year later, Comcast was reportedly sending out 1,800 CAS notices per day to some of its millions of broadband subscribers. At most, if every single alert Comcast ever sent in the first year went to a different account-holder, roughly 3% of Comcast subscribers would have received one.

In the years since, Six Strikes has not exactly proven overwhelmingly effective. At first, file-sharers deliberately tried to trip the system but were unable to. Later, it turned into a tool that copyright trolls tried to use to identify and shake down consumers of various pornography.

Meanwhile, a court ruled in 2015 that an IP address is not enough information to identify someone as an actual file pirate: anyone using the network can show as coming from the same IP address. (Or it could be a house in Atlanta or a farm in Kansas.)

The Motion Picture Association of America, notoriously adamant about stopping file-sharing, did not provide a specific reason for ending the program, Variety reports. However, clearly the organization is frustrated at how much it hasn’t worked.

General counsel Steven Fabrizio told Variety in a statement that “repeat infringers” are still driving “ongoing and problematic [peer-to-peer] piracy,” which he claimed led to 981 million movies and TV shows being downloaded last year.

CAS was “simply not set up to deal with the hard-core repeat infringer problem,” Fabrizio concluded, saying that persistent infringers “must be addressed by ISPs” as outlined by the Digital Millennium Copyright Act.



Maintenance Workers Find 31 Pounds Of Cocaine Hidden In Nose Of American Airlines Plane

Though it’s not uncommon to hear that someone shoved an ungodly amount of cocaine nose-ward, it’s an entirely different story when it’s 31 pounds of the stuff that’s been hidden in the nose gear of a commercial airliner.

Workers servicing an American Airlines plane at a maintenance base in Tulsa on Sunday found seven bricks of cocaine in the very front of the aircraft, the Tulsa County Sheriff’s Office said.

The plane originated from Bogotá, Colombia, and was flagged for maintenance on Sunday night, authorities said, but because the maintenance base in Miami was too busy to service the plane, the Boeing 757 was sent to Tulsa.

“A technician went to check the electronics bay near the nose gear and some of the insulation looked new,” the sheriff’s office said. “He moved it and saw one of the bricks and called TCSO.”

TCSO says the minimum street value of the cocaine recovered from the plane is $200,000. With an estimated value of $14,000 per pound, the Associated Press estimates it’s actually likely to be closer to $434,000.

Since the plane was bound for Miami, the investigation is now in the hands of the Drug Enforcement Agency, TCSO notes.

This isn’t the first time we’ve heard of criminals stashing drugs inside commercial aircraft:

• Last July, maintenance workers found three kilos of cocaine hidden inside two JetBlue planes.

• Back in December 2015, workers at that same American Airlines base found 26.2 pounds of cocaine stashed on one of the carrier’s planes.