The Reach Blog
Mar 24, 2016
What to know before you drone: Drone use for news, PR and marketing
A drone is an Unmanned Aerial Vehicle (“UAV”), which is an aircraft that does not have a human pilot aboard. Over the last two years, drones have become as popular as they are controversial. Legal and privacy issues abound, not to mention safety concerns both in the air and on the ground. Still, the Consumer Technology Association estimated that 700,000 drones were sold in 2015 – 400,000 alone during the holiday season.
Commercial and non-commercial applications are taking over the landscape. Drones are now being used for aerial surveying of crops, film-making, news coverage, search and rescue, inspections and surveys, delivering products and supplies, in manufacturing and in law enforcement. Drones also have numerous marketing applications. Construction and real estate industries are increasingly using drones to develop marketing assets and other industries are following their lead.
In response to drone use proliferation, regulatory agencies, from the FAA to municipal authorities, are attempting to establish a framework to govern the use of drones as their prominence outpaces regulations. Obviously, there is a lot to consider should you or a client contemplate the use of drones. What follows is an overview of what you need to know before using a drone:
FAA Legal Landscape
State and Local Legal Landscape
Clouding the legal landscape further, the FAA recently indicated their concern that state and municipal regulation of drones could lead to fractionalization of authority. Subsequently, the FAA released guidance that recommended circumstances under which states and municipalities can implement laws. Circumstances include privacy, noise, hunting and fishing, and public safety use.
What is clear is that applications for drones are on the rise and the potential for drones to be used as a marketing asset is promising. However, the risk potential is equally promising if operated improperly and ignorant of regulatory requirements, potentially turning a promotional asset into a crisis communications incident.
For more information, visit: Bernstein Shur Drone Law Team