merrigan essay

merrigan essay - Mike Rumler Marketing Professor Merrigan...

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Mike Rumler Marketing Professor Merrigan May 6 th , 2008 Regulations on Advertising on the Internet The Internet is connecting advertisers and marketers to customers from Boston to Bali with text, interactive graphics, video and audio. If you're 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) is in charge of enforcing the laws. The 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 mislead consumers. Also they are not allowed to 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 substantial not outweighed by other benefits and not reasonably avoidable. The FTC Act prohibits unfair or deceptive advertising in any medium. That is, advertising must tell the truth and not mislead consumers. A claim can be misleading if relevant
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merrigan essay - Mike Rumler Marketing Professor Merrigan...

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