Recognizing the changes enabled by mobile devices and social technologies, the Federal Trade Commission has published the first update in over twelve years of its guidelines for online advertising.
The new guide, .com Disclosures: How to Make Effective Disclosures in Digital Advertising, parallels the 2000 original, Dot Com Disclosures: Information About Online Advertising, and uses much of the same language and approach. But there are differences, of course; and some ambiguity remains regarding what constitutes appropriate disclosure in some key circumstances.
For example, the guide states that disclosures must be clear and conspicuous on all devices and platforms on which the associated ads are disseminated. Little specific guidance is offered, however, regarding how far advertisers must go to ensure whether disclosures remain clear and conspicuous when devices, platforms, operating systems, apps, and software packages are updated or used in novel ways. For example, are advertisers responsible when a disclosure appropriate for a television broadcast is streamed to a small mobile device with inadequate screen resolution?
Advertisers, the guide suggests, should also use best practices to reduce the likelihood that disclosures will be deleted when space-constrained ads (e.g., commercial Tweets) are republished. Again, little guidance is offered as to how advertisers should do this or what forms of republication advertisers should consider. Advertisers may wonder how to approach screenshots posted on blogs, videos posted on sharing sites, links posted on social media platforms, and other increasingly common scenarios.
The Commission’s Business Center blog posted some key points that businesses should take from the report: Continue Reading