How To ".Com"Ply With Disclosure Rules For Digital Advertising

Part 2: Tips for Businesses Advertising Online in the U.S.

In Part 1 of this blog series on digital advertising, we canvassed the disclosure rules in light of the recent the U.S. Federal Trade Commission's recent publication, ".com Disclosures, How to Make Effective Disclosures in Digital Advertising". In Part 2 of this blog series, we will set out some tips and guidelines to assist businesses in complying with the disclosure rules and avoid falling afoul the FTC.

Entities conducting business online in the U.S. ought to consider whether its advertising meets these guidelines:

1. Prominent and Unavoidable: Disclosure should be at least as large as the related claim and should be in a colour that contrasts with the background. In some cases, graphics may help make the disclosure more prominent. Keep in mind that viewers will see the advertisement on a variety of devices, so websites should either be designed so that the disclosure is clear and conspicuous