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Unformatted text preview: information to which it leads. Example 6 The hyperlink should give consumers
a reason to click on it. That is, the label should make clear that the link is related to
a particular advertising claim or product and indicate the nature of the information
to be found by clicking on it. The hyperlink label should use clear, understandable
text. Although the label itself does not need to contain the complete disclosure,
it may be necessary to incorporate part of the disclosure to indicate the type and
importance of the information to which the link leads. On the other hand, in those
cases where seeing a hyperlinked disclosure is unavoidable if a consumer is going
to take any action with respect to a product or service — e.g., the product or service
can only be purchased online and the consumer must click on that link to proceed
to a transaction — the label of the hyperlink may be less important. ● Don’t hide the ball. Some text links provide no indication about why a claim
is qualified or the nature of the disclosure. Example 7 In many cases, simply 11 .com Disclosures: How to Make Effective Disclosures in Digital Advertising hyperlinking a single word or phrase in the text of an ad is not likely to be
effective. Although some consumers may understand that additional information is
available, they may have different ideas about the nature of the information and its
Hyperlinks that simply say “disclaimer,” “more information,” “details,” “terms
and conditions,” or “fine print” do not convey the importance, nature, and relevance
of the information to which they lead and are likely to be inadequate. Even labels
such as “important information” or “important limitations” may be inadequate.
Examples 8 & 9 Unfortunately, there is no one-size-fits-all word or phrase that can
be used as a hyperlink label, but more specificity will generally be better.
● Don’t be subtle. Symbols or icons by themselves are not likely to be effective as
hyperlink labels leading to disclosures that are necessary to prevent deception.23
Example 10 A symbol or ic...
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This document was uploaded on 03/29/2014.
- Spring '14