Disclosures-information-about-online-advertising

Putting that information in a subsequent message is

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Unformatted text preview: at consumers who use Fat-away can generally expect to lose in the depicted circumstances, which is much less than the 30 pounds Juli says she lost in 6 weeks. This space-constrained ad signals that Juli is a paid endorser by beginning with “Ad:” which only takes up four characters. It also succinctly discloses, “Typical loss: 1lb/wk.” A-18 Federal Trade Commission Example 16 The initial space-constrained message requires two disclosures: (1) that Juli is a paid endorser for Fat-away; and (2) the amount of weight that consumers who use Fat-away can generally expect to lose in the depicted circumstances, which is much less than the 30 pounds Juli says she lost in 6 weeks. Putting that information in a subsequent message is problematic, because unrelated messages may arrive in the interim. By the time Juli’s disclosures arrive, consumers might no longer be reading these messages, or they simply might not realize that those disclosures pertain to the original message. A-19 .com Disclosures: How to Make Effective Disclosures in Digital Advertising Example 17 These space-constrained messages all require the following disclosures: (1) that JuliStarz is a paid endorser for Fat-away; and (2) the amount of weight that consumers who use Fat-away can generally expect to lose in the depicted circumstances which is much less than the 30 pounds Juli says she lost in 6 weeks. Although each of these messages includes an abbreviation or link that leads to disclosure of the relevant information, each of them may be inadequate to prevent consumers from being misled. Consumers might not understand that “#spon” means that the message was sponsored by an advertiser. If a significant proportion of reasonable viewers would not, then the ad would be deceptive. Putting #spon directly after the link might confuse consumers and make it less likely that they would understand that it is a disclosure. Consumers viewing “bit.ly/f56,” which links to the advertiser’s official website for the product, might not...
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This document was uploaded on 03/29/2014.

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