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Annotation of How to Make Effective Disclosures in Digital Advertising
By Arielle Weg
-The FTC rules that laws restricting other media also apply online. The FTC laws on endorsement are additions to these general laws for all media outlets. These additions encourage clear, transparent endorsements to protect the audience from reading claims that are paid advertisements.
-The article begins with an explanation of how these regulations came to be, and how they were processed and fixed over time to be completed in this one comprehensive document.
-The endorsements must follow the three general laws of advertisement; advertising must be truthful and not misleading, advertisers must have evidence to back up their claims, and advertisements cannot be unfair.
-It is the advertiser’s responsibility to ensure that the endorsement from the blogger is truthful and accurate and that the relationship is properly disclosed by FTC guidelines of disclosure.
-The purpose of a disclosure is to make endorsement fair and non-deceptive to the audience. This being said, there are additional guidelines that indicate the disclosure is for the reader, therefore the disclosure must be placed and presented in a way that is as clear as possible for the reader to see, comprehend, and consider when reading the endorsement. The document presents ways to consider if a disclosure is clear to a reader, but understands that every advertisement is different. There is no clear cut law on what qualifies as a “clear and conspicuous” advertisement, but a blogger is required to follow the rules closely as they can.
-The document includes mock advertisements as examples for the advertiser and blogger to consider. These sections repeat details of how to properly disclose information regarding payment or relationships for product endorsement by making a clear disclosure and place in an eye-catching location prior to product purchase. Concepts to consider with including a disclosure is proximity and placement, prominence, avoiding distracting factors to draw the eye away from the disclosure, repeating when necessary, multimedia messages and campaigns and the use of understandable language. Each of these sections include linked examples to avoid any misunderstanding of how a disclosure should be placed on an ad or on a blog page.
FEDERAL TRADE COMMISSION. How to Make Effective Disclosures in Digital Advertising. Ftc.gov. Federal Trade Commission, Mar. 2013. Web. 04 Apr. 2016.
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