Jun 28, 2011

Federal Trade Commission intends, companies provide additional online advertising

This is a guest post from Richard B. Newman - Affiliate-marketing lawyer

Within the affiliate marketing industry are reminded with increased regularity today that the Federal Trade Commission ("FTC") compliance has increased investigations and complaints relating to deceptive trade practices.  How to keep the landscape of Internet advertising and marketing world continue to develop, continue to the FTC, step instructions.  Last week the FTC announced that it intends, update their current guides, which advises companies on advertising as federal law applies to online advertising and marketing.  The original guideline document - dot com information: information about online advertising, issued more than a decade ago.  Revisions, the com-with progress in the online marketing world since issuance of the dot com information connection are including issues related to the emergence of mobile marketing, the business of "App", the use of "pop blockers" and online social networking expected.

The FTC is clearly interested in the technical and legal problems that believe marketers and consumer protection should be addressed.  The dot com information points out that consumer protection laws apply to all providers, whether they work online or not.  Online marketers, like their counterparts should be clear and conspicuous information of information offer, that consumers need to make informed online purchasing decisions.  Traditional factors to evaluate whether the information "clear and conspicuous" are likely to be used and how they apply in the context of online advertising include placement of revelation in advertising and the proximity to the relevant claim, prominence of the disclosure, whether items in other parts of the advertisement distract attention from the disclosure whether the advertisement is so lengthy that the disclosure should be repeated, Information in audio messages in an appropriate amount and Cadence, are represented, whether visual information for a sufficient duration to display and whether the language of revelation lens for targeted readers is understandable.

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Richard B. Newman is an Internet lawyer (California & New York) and
FTC regulatory compliance & Defender at Hinch Newman LLP
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