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.
Recently, I visited my alma mater, University of Florida in Gainesville, FL, to speak with advertising students about digital marketing, analytics and how to start a career in our field.
Sandy Rubinstein is the CEO of the independently female minority-owned marketing and advertising firm DXagency. ClickZ caught up with her to find out about her role as CEO, and what advice she would give to women who want to work in the digital industry.
Effective app marketing is not about generating app page traffic, but rather about ensuring your app is discovered by targeted and relevant users who will install your app and use it regularly.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?