ftc disclosure guidelines update blog copy
TRANSCRIPT
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7/28/2019 FTC Disclosure Guidelines Update Blog Copy
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Hey @InternetLawCent check out ournew .com Disclosure Guides. Its Free*!
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3STRIKESand4Ps
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OnewillhelpyouavoidatriptoDC,theotherisgoodtoknowifyouareinDC
FTCStandardforJudgingAdver4singDisclosure WashingtonIrishPub
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In the Beginning
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ANewPhenomenon
SocialMediaAdSpendingJumps50%between2009and
2011 By2012nearly75percentofFortune500hasaTwieraccount,2/3rdshaveFacebookPage
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AMulU-PlaWormorldRiseofMobilePlaWormIncreasesImportanceofProximity
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Hyperlinks
Ifitsimportanttellthemwhyorwhatitisabout;
donotjusthavealinkwithtermdisclaimerorothernon-descripUvelanguage.
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PassorFail?
HyperlinkedText:Restockingfeeappliestoallreturns.
Leadsto:Ifyoureturnthe
Frost-a-tronwithin30daysthereisarestockingfeeof$19.95.Aer30daysandbefore90days,therestockingfeeis$29.95.Aer90days,
therestockingfeeis$49.95.Shippingandhandlingfeesarenon-refundable.NoCODonreturns.
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PassorFail?
HyperlinkedText:Restockingfeeappliestoallreturns.
Leadsto:Ifyoureturnthe
Frost-a-tronwithin30daysthereisarestockingfeeof$19.95.Aer30daysandbefore90days,therestockingfeeis$29.95.Aer90days,
therestockingfeeis$49.95.Shippingandhandlingfeesarenon-refundable.NoCODonreturns.
PASS
Thedetailsinthisreturnpolicyarelikelytoocomplextodisclosenexttothe
guarantee.ThelabelofthehyperlinkadequatelyconveysthenatureandrelevanceoftheinformaUontowhichit
leads.
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ANHEHASYNDROME
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sedFSToDenoteFreeSampleProvidedToReviewer
PerBloggerGuidelines,ButIneffecUveSinceNobody
KnowshatItMeans
seofAcronyms
NobodyHasEver
HeardOf
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TheFTCon140Characters
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Tobe
conUnued...
Subsequenttweetnotproximateto
priortweet
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EvaluaUngDisclaimers
ContextisKing
SIZEANDCONTRAST
MATTER
HI,IMAKESRE
YODONTPAYATTENTIONTO
DISCLAIMERS
FAIL
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PainUngaClearPicture?
Thebloggerinthisexampleobtainedthepaintsheisreviewingforfree
andmustdisclosethatfact.
Althoughshedoessoattheendof
herblogpost,thereareseveralhyperlinksbeforethatdisclosurethatcoulddistractreadersandcause
themtoclickawaybeforetheyget
totheendofthepost.Giventhese
distracUons,thedisclosurelikelyis
notclearandconspicuous.
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GoingDoubleonNegaUves
BecausethenegaUveopUoninthisexample(enrollmentinarecipeclub)addressesadifferentsubjectthanthemainoffer(cookware),theadverUsershouldtakespecialcaretoensurethatthe
disclosureofthenegaUveopUonisclearandconspicuous.Inthiscase,requiringconsumersto
affirmaUvelyacknowledgethedisclosurebyclickingononeofthetwoboxesonthesecondpage
neitherofwhichhasbeenpreselectedbeforetheycanproceedtocheckout,shouldachieve
thatgoal.
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BennetKelley
FounderoftheInternetLawCenterandpastco-chairoftheCaliforniaBarCyberspaceCommiee.
HostofCyberLaw&BusinessReportonebmasterRadio.
Publisherofaward-winningCyberReport. InternetLawCenter100ilshire#950SantaMonica,CA90401www.internetlawcenter.net
Twier:InternetLawCent Blog:ILCCyberReport.wordpress.com