FTC Updates Guidance for Mobile Ad Disclosures
Last recommendation was issued before Twitter, Facebook and apps existed
At long last, the Federal Trade Commission released updates to what is known as the Dot-Com Disclosures, guidance for how marketers can make ad disclosures clear and conspicuous across all platforms.
The last time the agency released guidelines for how federal law applies to marketing on the Internet was in 2000 BT, BF, BA—that is, before Twitter, before Facebook and before apps took over mobile devices.
While the same principles of the 2000 guidance apply as much to mobile as online, marketers might find it difficult, given the format or the smaller size of screens to make sure disclosures, like endorsements, promotions or other qualifications to marketing claims are “clear and conspicuous.”
As with the original guidance, the FTC’s update stresses that no matter the screen size or the platform, clear and conspicuous ad disclosures should be as close to the relevant claim as possible.
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