This preview shows page 1. Sign up to view the full content.
Unformatted text preview: s i .com Disclosures: How to Make Effective Disclosures in Digital Advertising appear for a sufficient duration; and whether the language of the disclosure is
understandable to the intended audience.
4. To make a disclosure clear and conspicuous, advertisers should:
● Place the disclosure as close as possible to the triggering claim. ● Take account of the various devices and platforms consumers may use to view
advertising and any corresponding disclosure. If an ad is viewable on a particular
device or platform, any necessary disclosures should be sufficient to prevent the
ad from being misleading when viewed on that device or platform. ● When a space-constrained ad requires a disclosure, incorporate the disclosure
into the ad whenever possible. However, when it is not possible to make a
disclosure in a space-constrained ad, it may, under some circumstances, be
acceptable to make the disclosure clearly and conspicuously on the page to
which the ad links. ● When using a hyperlink to lead to a disclosure,
- make the link obvious; - label the hyperlink appropriately to convey the importance, nature, and
relevance of the information it leads to; - use hyperlink styles consistently, so consumers know when a link is
available; - place the hyperlink as close as possible to the relevant information it qualifies
and make it noticeable; - take consumers directly to the disclosure on the click-through page; - assess the effectiveness of the hyperlink by monitoring click-through rates
and other information about consumer use and make changes accordingly. ● Preferably, design advertisements so that “scrolling” is not necessary in order
to find a disclosure. When scrolling is necessary, use text or visual cues to
encourage consumers to scroll to view the disclosure. ● Keep abreast of empirical research about where consumers do and do not look
on a screen. ● Recognize and respond to any technological limitations or unique characteristics
of a communication method when making discl...
View Full Document
- Spring '14