When Should a Disclosure be Delivered to a Consumer in Multimedia Ads?
In multimedia ads, a disclosure should be delivered to consumers before they receive the advertising message to which it relates.
With multimedia ads, disclosures generally should be made in the ad itself and shortly before consumers receive an advertising message. Delivering disclosures during or after an advertising message increases the risk consumers will miss the necessary disclosure. But making disclosures too early can be problematic, too. Some native ads may be only a small part of larger programming – for example, a video vignette or video game. In that case, a disclosure at the beginning of programming may not effectively communicate to consumers that the later content is an advertising message. In those circumstances, disclosures should be delivered as close as possible to the advertising messages they cover.
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For more information, see here: https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses
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