FTC Released a Guide Big Print Little Print What's the Big Deal- How to Disclose Details (June 2000)

Big Print. Little Print. What's the Deal?

June 2000

The Federal Trade Commission (“FTC”) issued guidance titled Big Print. Little Print. What's the Deal? to help businesses navigate advertisements. The FTC stresses that advertisements should clearly disclose all terms and conditions to enable informed purchasing decisions.

Advertisers often highlight the after-rebate price prominently while burying the total upfront cost and essential details in fine print. To facilitate comparison shopping, advertisements must prominently state both the initial price and the rebate amounts. Additionally, key requirements, such as the obligation to purchase Internet service, should be clearly outlined, including the service's cost and duration.

Rebate promotions must also clarify any penalties for early cancellation of Internet service, potential additional charges for Internet access, and the timeline for receiving rebates. Advertisers are obligated to specify what components are included in the offer, ensuring that any items depicted but not included, like monitors, are clearly labeled.

The guidance prohibits hiding critical information in obscure areas or in small, dense print in print advertisements, and similarly advises against fast-moving graphics or small text in television ads that make key details difficult to read.

In online advertising, important cost information should be disclosed on the same page as the advertised price, rather than in pop-ups or hyperlinks. While hyperlinks can provide additional details about less critical terms, they must be clearly labeled and prominent, guiding consumers directly to relevant information without requiring extensive searching.

Overall, the FTC emphasizes the need for transparency and clarity in advertising practices to protect consumers from deceptive claims and ensure they have all necessary information to make informed decisions.

For more information, see here: https://www.ftc.gov/tips-advice/business-center/guidance/big-print-little-print-whats-deal

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