Questions & Answers

Does the FTC’s Enforcement Policy Statement on Deceptively Formatted Advertisements Apply Just to Advertisers?

Does the FTC’s Enforcement Policy Statement on Deceptively Formatted Advertisements Apply Just to Advertisers? The FTC’s Enforcement Policy Statement on Deceptively Formatted Advertisements doesn’t apply just to advertisers. In appropriate circumstances, the FTC has taken action against other...

How do you handle a Disclosure that relates to more than one Native Ad?

How do you handle a Disclosure that relates to more than one Native Ad? A single disclosure that relates to more than one native ad should be accompanied by visual cues that make it clear the disclosure applies to each ad in the grouping. Some disclosures may relate to more than one content item,...

How do you handle Disclosures republished by others in non-paid search results, social media, email, or other media?

How do you handle Disclosures republished by others in non-paid search results, social media, email, or other media? Disclosures should remain when native ads are republished by others. Advertisers should maintain disclosures when native ads are republished by others in non-paid search results,...

How Do you Make Clear and Prominent Disclosures in Native Advertising?

How Do you Make Clear and Prominent Disclosures in Native Advertising? Disclosures that are necessary to avoid misleading consumers must be presented clearly and prominently. Whether a disclosure of a native ad’s commercial nature meets this standard will be measured by its performance – that is,...

What are the FTC's 4 Important Things to Remember when Advertising your Products?

What are the FTC's 4 Important Things to Remember when Advertising your Products? If you use native advertising, consider the context. As the FTC explained in Native Advertising: A Guide for Businesses, “The watchword is transparency. An advertisement or promotional message shouldn’t suggest or...

What do Businesses Need to Know to Ensure that the Format of Native Advertising is Not Deceptive?

What do Businesses Need to Know to Ensure that the Format of Native Advertising is Not Deceptive? The Enforcement Policy Statement explains the law in detail, but it boils down to this: From the FTC’s perspective, the watchword is transparency. An advertisement or promotional message shouldn’t...

What does Clarity of Meaning mean in Native Advertising?

What does Clarity of Meaning mean in Native Advertising? Disclosures must be understandable. Disclosures are not effective unless consumers understand them to mean that native ads are commercial advertising. Disclosures should be in plain language that is as straightforward as possible. An...

What does Prominence mean in Native Advertising?

What does Prominence mean in Native Advertising? Advertising disclosures should stand out so consumers can easily read or hear them. Advertising disclosures should stand out. Disclosures should be large and visible enough for consumers to readily notice them. Therefore, advertisers should take into...

When Should a Disclosure be Delivered to a Consumer in Multimedia Ads?

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...

When Should Businesses Disclose that Content is Native Advertising?

When Should Businesses Disclose that Content is Native Advertising? II. EXAMPLES OF WHEN BUSINESSES SHOULD DISCLOSE THAT CONTENT IS NATIVE ADVERTISING In digital media, native ads often resemble the design, style, and functionality of the media in which they are disseminated. Ads may appear on a...

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Questions & Answers