Disclosures-information-about-online-advertising

Account for technological differences and limitations

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Unformatted text preview: on might not provide sufficient clues about why a claim is qualified or the nature of the disclosure.24 It is possible that consumers may view a symbol as just another graphic on the page. Even if a website explains that a particular symbol or icon is a hyperlink to important information, consumers might miss the explanation, depending on where they enter the site and how they navigate through it. ● Account for technological differences and limitations. Consider whether and how your linking technique will work on the various programs and devices that could be used to view your advertisement.25 Using hyperlink styles consistently increases the likelihood that consumers will know when a link is available. Although the text or graphics used to signal a hyperlink may differ across websites and applications, treating hyperlinks inconsistently within a single site or application can increase the chances that consumers will miss — or not click on — a 23. The Commission has, however, acknowledged the potential utility of icons in the privacy area. See FTC, Protecting Consumer Privacy in an Era of Rapid Change, Recommendations for Businesses and Policymakers (Mar. 2012), available at www.ftc.gov/os/2012/03/120326privacyreport.pdf; see also FTC Staff, Mobile Apps for Kids: Current Privacy Disclosures are Disappointing (Feb. 2012), available at www.ftc.gov/os/2012/02/120216mobile_apps_kids.pdf. 24. Symbols and icons also are used in different ways online, which could confuse consumers as to where the related disclosure can be found. Some online symbols and icons are hyperlinks that click through to a separate page; some are meant to communicate disclosure information themselves; and others are static, referring to a disclosure at the bottom of the page. 25. For example, “mouse-overs” may not work on mobile devices that have no cursor to hover over a link. 12 Federal Trade Commission disclosure hyperlink. For example, if hyperlinks usually are underlined in a site, chances are consumers woul...
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