FTC Revises Online Advertising Disclosure Guidelines

The Federal Trade Commission today released new guidance for mobile and other online advertisers that explains how to make disclosures clear and conspicuous to avoid deception. Read full disclosures here…

The new FTC “Dot Com Disclosures” guide (first released in 2000)  takes into account the expanding use of smartphones with small screens and the rise of social media marketing,. It also contains mock ads that illustrate the updated principles.

Like previous FTC guides, it emphasizes consumer protection laws that apply equally to marketers across all mediums.

If a disclosure is needed to prevent an online ad claim from being deceptive or unfair, it must be clear and conspicuous.

Under the new guidance, this means advertisers should ensure that the disclosure is clear and conspicuous on all devices and platforms that consumers may use to view the ad.  The new guidance also explains that if an advertisement without a disclosure would be deceptive or unfair, or would otherwise violate a Commission rule, and the disclosure cannot be made clearly and conspicuously on a device or platform, then that device or platform should not be used.

 

With these new changes, what adjustments will you or your clients have to make in their marketing communications?

About these ads

Tags: , , , ,

About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 115 other followers

%d bloggers like this: