Home  › Marketing › Strategies

FTC Considers Update to Online Ad Disclosures

  |  May 26, 2011   |  Comments

Federal regulators are concerned that 11 year old guidelines are outdated.

The Federal Trade Commission may update guidelines relating to the content of online advertising, it said today, to reflect changes that have taken place in the market since they were first published more than a decade ago.

The commission's "Dot Com Disclosures" guide, originally published in 2000, is designed to ensure online ads comply with the same consumer protection laws that apply to traditional media and advertising. For example, the guidance details when and how disclosures must be included in online ads to prevent them from misleading consumers.

According to the commission, however, recent advancements in technology and digital media could mean an update to the 11 year old rules is needed. "The online world has changed dramatically since 'Dot Com Disclosures' was first issued. Eleven years ago, mobile marketing was just a vision, there was not an 'App' economy, the use of 'pop-up blockers' was not widespread, and online social networking was nowhere as sophisticated or extensive as it is today," it said in an invitation for comment on the matter.

Public comments on the existing guidelines and their future viability are being welcomed by the FTC until July 11.

In related news, a federal district court judge yesterday ordered a deceptive online marketing operation to pay more than $3.7 million as part of a contempt action for violating a 2008 court order, at the request of the FTC. The commission alleged that EDebitPay LLC, Dale Paul Cleveland, and William Richard Wilson, targeted consumers who were unemployed or had poor credit, selling a bogus "$10,000 credit line" that was really an online shopping club membership and a "no cost" prepaid debit card with hidden fees.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...