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Advertising Disclosure
Computer sellers - online and brick-and-mortar - inundate consumers with advertisements for "free" or low-cost computers. The offers usually involve rebates of several hundred dollars off the computer's purchase price - if the consumer commits to a long-term contract for Internet service. Some of the offers may be good deals for consumers, but they are likely to involve complicated transactions. Many rebate promotions use big print to tout the after-rebate price of the computer.
But often, the total price the consumer must pay up-front is buried in the fine print, if it's included at all. Your advertisements should prominently state the before-rebate cost of the computer, as well as the amounts of the rebates.
Only then will consumers know their actual out-of-pocket cost and have the information they need to comparison shop. In addition, advertisers should prominently disclose whether the consumer is required to purchase Internet service to qualify for the "low cost" deal. The ad should state the key terms of the purchase requirements, including the cost and duration of the consumer's commitment to the Internet service.
Rebate promotions should clearly detail any additional terms and conditions that consumers need to know, like:. Advertisers should tell consumers what components are included in the offer. For example, if a monitor is pictured in the ad but is not part of the deal, you must state this fact clearly and prominently. You also should include the cost of the monitor if it's sold as an add-on. Your ads should clearly and conspicuously disclose all the information about an offer that is likely to affect a consumer's purchasing decision.
Disclose the most important information - like the terms affecting the basic cost of the offer - near the advertised price. Print advertisers should not attempt to hide the real cost or the critical terms or conditions by:.
Information affecting the actual cost of an offer should be disclosed close to the advertised price - that is, on the same electronic page and next to the price. Advertisers should not use pop-up windows or hyperlinks to other electronic pages to display key cost information.
Hyperlinks may be useful to tell consumers about less critical terms and conditions of an offer, especially when the information may be extensive. For example, in rebate offers that require the purchase of Internet service, the cost of the Internet service should be disclosed on the same page as the advertised price of the computer. But hyperlinks may be used to direct the consumer to the cancellation terms and additional Internet connection costs of many Internet rebate offers.
When using a hyperlinked disclosure, advertisers should clearly label the hyperlink so it shows the importance, nature and relevance of the information to which it links for example, "Early cancellation of Internet Service may result in substantial penalties.
Click Here. The hyperlink should be prominent, near the claim it is qualifying, easily noticeable, and lead directly to the qualifying information. Vague labels like "Terms and Conditions" are not enough to direct consumers to important restrictions or qualifications.
In addition, information that is significant to the advertised offer should not be buried at the end of a long web page that requires consumers to scroll past unrelated information. Consumers should not have to wander through an electronic maze to discover important conditions or limitations of an offer.
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In addition, advertisers should prominently disclose whether the consumer is required to purchase Internet service to qualify for the "low cost" deal. The ad. In some ways, compliance with these rules—particularly disclosure requirements—is more important than ever given the increased desire to act now and do good.
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With the recent spat of FTC crackdowns on Instagram partnerships, a lot of people are wondering how to stay safe when sharing sponsored Instagram posts. Is using the hashtag ad enough?
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How to Properly Disclose Sponsored Instagram Posts According to the FTC
Times of national crisis tend to trigger an uptick in charitable solicitations and charitable giving. And for-profit businesses, including recognizable retail brands, want to do all they can to help as well. As the COVID crisis unfolds, with its far-ranging economic and societal repercussions, many brands are engaging in coronavirus-related commercial co-venture CCV activities and cause marketing promotions, advertising to consumers that purchase or use of their product or service will benefit a charity or a charitable purpose. Although the COVID pandemic has resulted in a delayed federal income tax filing deadline, mortgage relief programs, and other types of suspended governmental requirements, the regulations applicable to charitable sales promotions and the commercial coventurers who carry them on remain fully in place. In some ways, compliance with these rules—particularly disclosure requirements—is more important than ever given the increased desire to act now and do good.
The Scoop on Social Media Influencer Disclosure Requirements
Get the most important digital marketing news each day. See terms. The Federal Trade Commission released on Tuesday a document and accompanying videos that inform on how and when social media influencers must disclose sponsorships to their followers to comply with federal law. Titled Disclosures for Social Media Influencers , the guide provides influencers with pointers on when an advertisement disclosure is necessary and offers examples of both effective and ineffective types of disclosures. There are brand reputation and financial implications to flouting disclosure laws. The FTC has been cracking down on brands and influencers for several years now. The new guide offers details around the legal responsibility of influencers to disclose endorsements in order to provide content transparency for audiences. The guide is a resource for content creators to quickly reference how, when, and where ad disclosures might be necessary.
But when does that legal obligation kick in and how does one satisfy it?
Paolo Zialcita. The Federal Trade Commission released rules on when and how social media influencers should disclose ads. Open up Instagram, and there's a big chance you'll come across a post about an influencer's experience with a new lotion or a fancy restaurant. At the very bottom of the post, there's a hashtag, ad, to divulge that you just read a paid endorsement.
Advertiser Disclosure
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FTC issues ad disclosure guidelines for social influencers, aims to reduce deceptive content
Computer sellers - online and brick-and-mortar - inundate consumers with advertisements for "free" or low-cost computers. The offers usually involve rebates of several hundred dollars off the computer's purchase price - if the consumer commits to a long-term contract for Internet service. Some of the offers may be good deals for consumers, but they are likely to involve complicated transactions. Many rebate promotions use big print to tout the after-rebate price of the computer. But often, the total price the consumer must pay up-front is buried in the fine print, if it's included at all. Your advertisements should prominently state the before-rebate cost of the computer, as well as the amounts of the rebates.