San Francisco - The US Federal Trade Commission called for
potentially bedevilling fine print to be "clear and conspicuous" as
ads follow people onto smartphone screens or online social networks.
The FTC updated its Dot Com Disclosures guidance advising
advertisers how to avoid charges that digital ads are deceptive because
information about conditions, risks, or costs gets short shrift for the sake of
screen space.
"Advertisers should ensure that the disclosure is clear
and conspicuous on all devices and platforms that consumers may use to view the
ad," the FTC said in a release announcing the updated guidance.
"Advertisers using space-constrained ads, such as on
some social media platforms, must still provide disclosures necessary to
prevent an ad from being deceptive."
The FTC advised marketers to avoid making people click on
hyperlinks to reach disclosures or relegating the information to automated
"pop-up" boxes, which are often blocked by web browsing software.
The original Dot Com Disclosure guidelines were released in
2000, prior to the booming popularity of smartphones and tablet computers.
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