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Rules of the Road
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Topic: Advertising
Sort Desciption: The FTC Act prohibits unfair or deceptive advertising in any medium. ... Dot Com Disclosures: Information About Online Advertising an FTC ...
Content Inside: Advertising and Marketing on the Internet Rules of the Road Federal Trade Commission Bureau of Consumer Protection September 2000 Inside General Offers and Claims Protecting Consumers Privacy Online Laws Enforced by the Federal Trade Commission Business Opportunities Credit and Financial Issues Environmental Claims Free Products Jewelry Mail and Telephone Orders Negative Option Offers 900 Numbers Telemarketing Testimonials and Endorsements Warranties and Guarantees Wool and Textile Products Made in the U.S.A. Non-Compliance For More Information Your Opportunity to Comment 1 T he Internet is connecting advertisers and marketers to customers from Boston to Bali with text interactive graphics video and audio. If youre thinking about advertising on the Internet remember that many of the same rules that apply to other forms of advertising apply to electronic marketing. These rules and guidelines protect businesses and consumers and help maintain the credibility of the Internet as an advertising medium. The Federal Trade Commission (FTC) has prepared this guide to give you an overview of some of the laws it enforces. Rules of the Road W HO S REACHING A GLOBAL MARKET ? A DVERTISERS ON THE I NTERNET . A DVERTISING MUST TELL THE TRUTH AND NOT MISLEAD CONSUMERS . I N ADDITION CLAIMS MUST BE SUBSTANTIATED . GENERAL OFFERS AND CLAIMS PRODUCTS AND SERVICES T he Federal Trade Commission Act allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices. In interpreting Section 5 of the Act the Commission has determined that a representation omission or practice is deceptive if it is likely to: q mislead consumers and q affect consumers behavior or decisions about the product or service. In addition an act or practice is unfair if the injury it causes or is likely to cause is: q substantial q not outweighed by other benefits and q not reasonably avoidable. The FTC Act prohibits unfair or deceptive advertising in any m ...
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