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ARTICLE · 21 MARCH 2013

Dot Com Disclosures 2.0: FTC Updates Online Disclosure Guidelines To Address Changes In Digital Advertising

Foley Hoag LLP
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Nearly thirteen years after issuing guidelines governing online advertising, the Federal Trade Commission recently updated its so-called Dot Com Disclosures to take account of the many changes to the online world that have occurred over those intervening years.

United StatesMedia, Telecoms, IT, Entertainment
Foley Hoag LLP
Foley Hoag LLP
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Nearly thirteen years after issuing guidelines governing online advertising, the Federal Trade Commission ("FTC") recently updated its so-called Dot Com Disclosures to take account of the many changes to the online world that have occurred over those intervening years. Whereas most digital advertising thirteen years ago was popping up or scrolling across our computer screens, today's digital advertising is far more integrated into our online culture—whether as email offers to invitation-only flash sales ("50% off; today only!"), sponsored Twitter feeds, solicited blog reviews, or advertisements dressed up to look like news ("THIS JUST IN: Scientists have discovered a revolutionary breakthrough in weight loss."). Into this Wild West of digital advertising, the FTC has ridden with some updated guidelines to help marketers avoid running afoul of false advertising law.

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