The FTC's Revised .com Disclosures Guide: What Third Party Advertisers and Lead Generators Need to Know


In this presentation:

- Background

- Scope of the Guide

..Applicability of FTC Law to Online Advertising

- Clear and Conspicuous Disclosures in Online Advertisements

..Background on Disclosures

..The Clear and Conspicuous Requirement

..What are Clear and Conspicuous Disclosures?

1. Proximity and Placement

2. Prominence

3. Distracting Factors in Ads

4. Repetition

5. Multimedia Messages and Campaigns

6. Understandable Language

- Key Areas that We’ll Focus on:

..Displaying Disclosures Prior to Purchase/Consent

..Space-Constrained Ads (Tweets)

..Negative Options

- Wrap-Up and Q & A

- Excerpt from Background:

- First published in May 2000, discussed applicability of FTC rules and guides to online activity

- Revised staff guidance issued March 2013, addresses changes in the marketplace, growth of mobile and social media

- Guides are not law, and do not provide safe harbor from potential liability

- Serve as guidance on best practices for clear and conspicuous disclosures pursuant to the laws the FTC enforces

Please see full presentation below for more information.

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Topics:  Advertising, Disclosure Requirements, FTC, Online Advertisements

Published In: Antitrust & Trade Regulation Updates, Communications & Media Updates, Science, Computers & Technology Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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