While federal policies have sweeping effects for all U.S. marketers, ever-changing and often complex state-level regulations can prove even thornier obstacles -- especially as peckish state budgets continue to struggle toward recovery.
Finding new revenue streams remains difficult, and states continue to institute new fees and policies to fill fiscal holes. "A number of states are still facing serious economic problems with unemployment and declining revenues," said Keith Scarborough, senior VP-government relations with the Association of National Advertisers. "Their sales tax numbers haven't picked up, and even though the economy has turned the corner, there's a lag of one to two years until their budgets show signs of improvement."
Meanwhile, a number of pending or proposed regulations could pose unique challenges, or spell out what kind of regulations advertisers will face in the future. A few worth keeping an eye on: