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Wednesday, March 13, 2013

FTC Issues Guidelines for Online Advertising

The following is from the FTC's press release: "The Federal Trade Commission [yesterday] released new guidance for mobile and other online advertisers that explains how to make disclosures clear and conspicuous to avoid deception."
  • "Under the new guidance... advertisers should ensure that the disclosure is clear and conspicuous on all devices and platforms that consumers may use to view the ad.... [I]f 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."

  • "[A]dvertisers using space-constrained ads, such as on some social media platforms, must still provide disclosures necessary to prevent an ad from being deceptive [and marketers should] avoid conveying such disclosures through pop-ups, because they are often blocked."
Read the FTC Press Release.

Read the FTC .com Disclosures Guidelines.