ftc's new .com disclosure guidance - ad age mini law lesson
DESCRIPTION
A summary of the changes to the FTC's Guidelines re Digital and Mobile AdvertisingTRANSCRIPT
Mini Law Lesson: FTC’s New .com Disclosures Guidance
Updated to Address Current Online and Mobile Advertising Environment
Brian Heidelberger Winston & Strawn
IMPORTANT DISCLAIMER
• This is not legal advice.• I am not your attorney.
General Rules
• Law hasn’t changed• Disclosures can’t cure a false claim• Can only qualify a claim to help keep it from being
misleading• If information is material it must be clearly and
conspicuously disclosed• Incorporate material limitations in the claim rather
than separate disclosure (when practical)– If it can easily be incorporated in text, it should be
When Using a Hyperlink to Disclose Material Terms
• Use an obvious link• Label it to convey the information appropriately• Don’t relegate material terms to “terms”• Make links consistent in style • Keep it close to the information is qualifies• Take consumers directly to the qualifications on the
click-through• Monitor click-through rates to assure effectiveness
Material Terms Must be Clear and Conspicuous
• Try not to require scrolling• If you require scrolling give text or visual cues• Keep abreast of research on what consumers view on screen• Make disclosures before and after people “add to cart”• If sending people to store, make sure material limitations are
disclosed before they get there• Repeat disclosures for long websites/or easily missed• Don’t relegate important info to “legal”• Audio Claims should have “audio” disclosures• Make the limitations easy to understand• Don’t make the ad if you can’t make it clear
Material Terms Should be Close to Claim it Qualifies
Disclosure Needs to Consider Mobile Use
Important Info Can Be On Click-Through With Proper Disclosure
Important Info Can Be On Click-Through With Proper Disclosure
A Highlighted Link is Likely Not Enough
Abbreviations Are Hard to Use
Link Needs to be Close to Claim
Important Price Limitations Need to be Near Price
Not Just on the Check Out Page
Material Connection Shouldn’t Just be Disclosed Via an Unclear Short Link
• Good
• Bad
Disclosure in Multiple Tweets Can Create Difficulties
Consumers Don’t Understand or Read Every Hashtag
Disclosure of Blogger Affiliation Shouldn’t be Relegated to The End