Want to avoid making misleading disclosures in online advertising? Then the FTC’s new staff guidance document, .com Disclosures, How to Make effective Disclosures in Digital Advertising, is a must read. It provides information businesses should consider as they develop ads for online media to ensure that they comply with US law.
The overview summarizes the general principles as follows:
- The same consumer protection laws that apply to commercial activities in other media apply online, including activities in the mobile marketplace. The FTC Act’s prohibition on “unfair or deceptive acts or practices” encompasses online advertising, marketing, and sales. In addition, many Commission rules and guides are not limited to any particular medium used to disseminate claims or advertising, and therefore, apply to the wide spectrum of online activities.