Federal Trade Commission has the intention to provide additional guidance to online advertising companies

It is a position invited by Richard b. Newman - lawyer Marketing Affiliate

In the affiliate marketing industry recalls with regularity increased these days that the Federal Trade Commission ("FTC") increased compliance investigations and the prosecution of deceptive business practices.  Advertising on the Internet and the global marketing landscape continues to evolve, orientation of the FTC will continue to keep pace.  Last week, the FTC announced its intention to update its current guidance documents that advises companies on advertising law Federal how applies to the online advertising and marketing.  The original document - Dot Com Disclosures: Information about online advertising, has been published more than ten years ago.  Revisions to be compatible with the progress made in the world of marketing online since the issuance of the Dot Com disclosures are expected, including questions relating to the emergence of mobile marketing, the "app" economy, the use of "pop-up blockers" and social networks online.

The FTC is clearly interested in the technical and legal issues which, specialists of marketing, consumers and other advocates view must be addressed.  Disclosures Dot Com said that consumer protection laws apply to all marketing specialists, whether or not they operate online.  Marketers online, like their counterparts, should provide clear and visible disclosures of information that consumers need to make informed online purchasing decisions.  Traditional factors used to evaluate whether disclosures are likely to be "clear and visible" and how they apply in the context of online advertising include placement of the disclosure in an advertisement and its proximity to the relevant claim, importance of disclosure, if the articles in other parts of the advertising divert attention from the disclosure, the advertisement is so lengthy that the disclosure should be repeateddisclosures in audio messages are presented in an adequate volume and cadence, if Visual disclosures appear for a sufficient duration, and the language of the disclosure is objectively comprehensible to the public.

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Richard b. Newman is a lawyer of the Internet (California & New York) and
FTC lawyer of the defence & regulatory compliance in Hinch Newman LLP
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