FTC Updates Online Ad Guides for Mobile Platforms
Disclosures still need to be conspicuous on smaller screens
By John Eggerton -- Broadcasting & Cable, 3/12/2013 2:32:55 PM
The guide was released in 2000, before the rise of smartphones and tablets and the migration to mobile broadband.
The new guidelines, released on Tuesday, still make clear that, where possible, it is best to make caveats and limitation part of the initial claim rather than a separate qualifying disclosure. But where disclosures are necessary, they apply across all media.
The FTC says it is best not to have to scroll to a disclaimer, and that they should be displayed before a decision to buy ("add to shopping cart") is offered.
The guidelines warn that if a disclosure is needed to prevent an online ad claim from being false or deceptive, it must be clear and conspicuous on small devices and social media platforms, and if that can't be done, the ad should not appear on those platforms.
One change to the 2000 guidelines is that while the old guidelines defined proximity of a disclosure to an ad as "near, and when possible, on the same screen," the new definition is "as close as possible" to the claim.
The guidelines discourage use of pop-ups for disclosures -- many people block them -- and recommend avoiding hyperlinks to disclosures of key elements like cost, health or safety.
The vote was reported as 4-0-1, with commissioner Jon Leibowitz. That is because the vote came after the new commissioner Edith Ramirez became chair March 4, but before former chairman Leibowitz had exited later in the week, creating a period of a couple of days where he was still a member of the commission but not voting on any items.
No related content found.
No Top Articles
Digital Rapids provides market-leading software and hardware solutions, technology and expertise for transforming live and on-demand video to reach wider audiences on the latest viewing platforms more efficiently, more effectively and more profitably. Empowering applications from..more