The Federal Trade Commission (FTC) recently released new guidelines for mobile and online advertisers on making clear, prominent disclosures to avoid deceiving consumers.
The FTC originally released its Dot-Com Disclosures in 2000. The new guidelines, .com Disclosures: How To Make Effective Disclosures In Digital Advertising, expands to cover the growing use of smartphones and social media marketing. It can be downloaded here.
The update emphasizes that consumer protection laws apply equally across all mediums. If an ad requires a disclosure to avoid being unfair or deceptive, the disclosure must be clear and conspicuous. This requirement holds true regardless of the device or platform consumers use to view the ad.