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General Mills in recent years has put major emphasis on engaging consumers online, whether it be through Twitter, Facebook, or a multitude of websites — from Pillsbury.com to Que Rica Vida — that microtarget consumers. But a new legal policy threatens to erode at least some of the digital goodwill that the packaged food giant has earned with its fans.

The policy, first reported in the New York Times, informs consumers that they give up the right to sue the company if they engage in several types of online behavior, such as “joining our sites as a member, joining our online community, subscribing to our email newsletters, downloading or printing a digital coupon, entering a sweepstakes or contest” and more.

The new policy was posted to the General Mills corporate web site with an April 2 effective date. The rules began drawing attention in the wake of Times story, which was published online on April 16 and headlined, “When ‘Liking’ a Brand Online Voids the Right to Sue.”

Continue reading at AdAge.com