This preview shows page 1. Sign up to view the full content.
Unformatted text preview: for the information. The text prompt should be tied to the disclosure to which it refers. General
or vague statements, such as “details below,” provide no indication about the subject matter or
importance of the information that consumers will find and are not adequate cues.
The visual design of the page also could help alert consumers to the availability of more
information. For example, text that clearly continues below the screen, whether spread over
an entire page or in a column, would indicate that the reader needs to scroll for additional
information. Advertisers should consider how the page is displayed when viewed on different
Scroll bars along the edges of a screen are not a sufficiently effective visual cue.
Although the scroll bars may indicate to some consumers that they have not reached
the bottom or sides of a page, many consumers may not look at the scroll bar and some
consumers access the Internet with devices that don’t display a scroll bar.
The design of some pages might indicate that there is no more information following
and, therefore, no need to continue scrolling. If the text ends before the bottom of the screen
or readers see an expanse of blank space, they may stop scrolling and miss the disclosure.
Example 2 They will also likely stop scrolling when they see the information and types of
links that normally signify the bottom of a webpage, e.g., “contact us,” “terms and conditions,”
words or graphics — separating a claim and a disclosure, even a consumer who is prompted
to scroll might miss the disclosure or not relate it to a distant claim they’ve already read.
If scrolling is necessary to view a disclosure, then, ideally, the disclosure should be
unavoidable — consumers should not be able to proceed further with a transaction, e.g., click
forward, without scrolling through the disclosure. Making a disclosure unavoidable increases
the likelihood that consumers will see it. 9 .com Disclosures: How to Make Effective Disclosures in Digital Advertising Because of their small screens, smartphones (and some tablets...
View Full Document
This document was uploaded on 03/29/2014.
- Spring '14