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Unformatted text preview: osures. ● ii Display disclosures before consumers make a decision to buy — e.g., before
they “add to shopping cart.” Also recognize that disclosures may have to be Federal Trade Commission repeated before purchase to ensure that they are adequately presented to
● Repeat disclosures, as needed, on lengthy websites and in connection with
repeated claims. Disclosures may also have to be repeated if consumers have
multiple routes through a website. ● If a product or service promoted online is intended to be (or can be) purchased
from “brick and mortar” stores or from online retailers other than the advertiser
itself, then any disclosure necessary to prevent deception or unfair injury should
be presented in the ad itself — that is, before consumers head to a store or
contractual agreements. ● Prominently display disclosures so they are noticeable to consumers, and
evaluate the size, color, and graphic treatment of the disclosure in relation to
other parts of the webpage. ● Review the entire ad to assess whether the disclosure is effective in light of
other elements — text, graphics, hyperlinks, or sound — that might distract
consumers’ attention from the disclosure. ● Use audio disclosures when making audio claims, and present them in a volume
and cadence so that consumers can hear and understand them. ● Display visual disclosures for a duration sufficient for consumers to notice, read,
and understand them. ● Use plain language and syntax so that consumers understand the disclosures. 5. If a disclosure is necessary to prevent an advertisement from being deceptive,
unfair, or otherwise violative of a Commission rule, and it is not possible to make the
disclosure clearly and conspicuously, then that ad should not be disseminated. This
means that if a particular platform does not provide an opportunity to make clear
and conspicuous disclosures, then that platform should not be used to dissem...
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This document was uploaded on 03/29/2014.
- Spring '14