75 carats consumers might expect to find additional

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Unformatted text preview: ats. Even if the hyperlink “3/4 Ct.” clicks through to a page that lists the weight range for every size diamond sold by the advertiser, this disclosure is not clear and conspicuous. Underlining “3/4 Ct.” may or may not indicate to consumers that this is a hyperlink. Even if consumers recognize it as a hyperlink, the label here does not communicate the relevance of the information to which that link leads — in this case, to a disclosure that diamond weights are not exact, that the diamonds sold by this merchant may vary in weight, and that the advertised ¾ carat diamonds might each actually weight less than 0.75 carats. Consumers might expect to find additional general information about “carats” or diamond weights generally, but not necessarily information that qualifies the claim that they are purchasing diamonds of a specific weight. A-9 .com Disclosures: How to Make Effective Disclosures in Digital Advertising Example 8 Because the advertiser’s assertion that “Satisfaction is guaranteed” implies that dissatisfied consumers can get a full refund of the purchase price, the advertiser should disclose any restocking fees. The hyperlink “Disclaimer” leads to the disclosure, “If you return the Frost-a-tron within 30 days there is a restocking fee of $19.95. After 30 days and before 90 days, the restocking fee is $29.95. After 90 days, the restocking fee is $49.95. Shipping and handling fees are non-refundable. No COD on returns.” The hyperlink label “Disclaimer” does not adequately convey that the information to which this hyperlink leads concerns significant restocking fees applied to all product returns; nor would hyperlinks labeled “Disclosure,” “Details,” or even “Return Information.” In contrast, the hyperlink in Example 6, “Restocking fee applies to all returns,” does convey the nature and importance of the information in question. A-10 Federal Trade Commission Example 9 This ad must disclose that the diamond weights are not exact and that a 3/4 carat diamond may weigh between .72 and .78 carats. Even if t...
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This document was uploaded on 03/29/2014.

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