The staff of the Federal Trade Commission is updating the guidance document “Dot Com Disclosures: Information About Online Advertising” eleven years after it was first published. The guidance document, which advises businesses how federal advertising law applies to advertising and sales on the Internet, was published back in the year 2000; at a time when the online world was considerably different from it is today. The original guidance published over a decade ago makes it clear that the same consumer protection laws apply to marketers whether they operate online or not. It also shows online marketers how they should provide clear and conspicuous disclosures of information so that consumers are better able to make informed purchasing decisions. The guidance document further discusses how the traditional factors used to evaluate whether disclosures are likely to be clear and conspicuous apply in the context of online advertising.
In the eleven years since the FTC first came up with the original 2000 guidance, the online world has changed dramatically; mobile marketing has become a reality, “pop-up blockers” have been popular, the “App” economy has grown and so has social networking. With so many changes in online advertising, it is only fitting for the FTC to revise its guidance and that too with some help from you. In order to revise the guidance document, the FTC is seeking public comment from marketers, consumer advocates, and others regarding technical and legal issues that need to be addressed. Interested parties can provide comments starting May 26, 2011 and it will continue through July 11, 2011. The comments will be received both electronically and in paper form.