updated 08:05 pm EDT, Fri May 27, 2011
FTC invites comment for changes to online ad rules
The FTC has invited public comment on ways in which eleven-year old advertising guidelines can be better translated to the Internet. Specifically, FOC staff are updating the "Dot Com Disclosures: Information About Online Advertising" rules. The FTC believes that during that eleven-year period, online advertising has evolved including the emergence of what it refers to as the "App economy", "pop-up" ads and the emergence of advertising through social networking. These developments, it argues, warrant a review of the current guidelines.
The FTC says that the 2000 guidance was designed to protect consumers regardless of the method of delivery that advertisers use. It requires that advertisers make conspicuous disclosures in order for consumers to be able to make informed decisions is applicable in all advertising contexts.
The FTC is seeking public comment, which is open for a 45-day period through to July 11. Comments can be submitted electronically through the FTC website or by snail mail. [via Wall Street Journal]