FTC Publishes New Online Advertising Disclosure Guidelines

The new FTC guidance .com Disclosures: How To Make Effective Disclosures In Digital Advertising can be found by clicking here.  Among other things, the guidelines address the application of the clear and conspicuous disclosure rules to online advertising.  The guidelines acknowledge the multiple ways that consumers access internet content and the expanding use of handheld devices and smartphones with small screens.  Regardless of the device used by the consumer to access the content, disclosures should be prominent (not buried) and in appropriate proximity to the relevant claim.  
Many websites put disclosures in hyperlinks.  The guidance stresses the importance of appropriate labels for such hyperlinks.  
The FTC guidance should be required reading for online advertisers.    

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