Online Advertising and Marketing
The Internet connects marketers to customers across the country and around the world. If you're thinking about advertising online, remember the rules and guidelines that protect consumers also help businesses by maintaining the credibility of the Internet as an advertising medium.
Featured
A Business Guide to the FTC's Mail or Telephone Order Merchandise Rule [PDF]
Explains what the Rule covers, how to comply, questions and answers about the Rule, and where to go for more information. Includes a copy of the Rule.
A Businessperson's Guide to Federal Warranty Law
Do your product warranties comply with law? This guide explains the Magnuson-Moss Warranty Act, the federal law governing warranties on consumer products.
A Common Sense Look At CAN-SPAM 
The CAN-SPAM Act covers virtually all email with the primary purpose of advertising or promoting a commercial product or service – even if it’s not sent in bulk. Have you modified your email to follow the seven simple rules of the CAN-SPAM Act?
Accentuate the Positive When Using Negative Option Marketing
Everybody likes surprises – except when they arrive on the doorstep in the form of merchandise consumers didn’t order. Negative option marketing offers convenience to consumers, but only if the terms are clearly spelled out beforehand.
Advertising and Marketing on the Internet: Rules of the Road [PDF]
Advertising on the Internet? The rules that apply to other forms of advertising apply to online marketing, too. These standards protect businesses and consumers – and help maintain the credibility of the Internet as an advertising medium.
Advertising FAQ's: A Guide for Small Business [PDF]
Focusing on federal truth-in-advertising standards, this A-to-Z primer is an essential resource for businesses of any size.
Advertising Platinum Jewelry [PDF]
Explains the new portion of the FTC’s Jewelry Guide that discusses requirements for jewelry sellers when marking and advertising platinum jewelry and disclosures concerning products alloyed with non-precious metals.
Big Print. Little Print. What's the Deal? [PDF]
If the disclosure of information is necessary to prevent an ad from being deceptive, the disclosure must be clear and conspicuous. Read more about why fine print is not so fine in advertising and what you need to do to disclose the details of the deal.
Breaking the Fraudulent List Broker: A Cautionary Tale for Business
Undercover intrigue and an international sting operation. It sounds like the makings of the latest Hollywood thriller. But it’s the true tale of a law enforcement action that should sound a warning note to companies in the business of buying and selling consumer data.
Children's Online Privacy Protection Rule: Not Just for Kids' Sites [PDF]
The Children’s Online Privacy Protection Act (COPPA) applies to websites for kids, but it also may apply to sites aimed at general audiences. Read this publication to find out when your site is subject to COPPA.
Declaring War on Scareware
Malicious “scareware” pop-ups can cost businesses and consumers time, money, and frustration. Are crooks using your site to serve up scareware scams? The answer may be as close as your inbox, online forum, or call center logs.
Dot Com Disclosures: Information About Online Advertising [PDF]
Whether advertising in print, on radio or TV, or on the Internet, it’s important to disclose the details of the deal up front. This publication offers practical tips on how to make effective disclosures online.
Electronic Commerce: Selling Internationally A Guide for Businesses [PDF]
By selling your goods online, you can potentially reach customers in every country of the world. But this can pose challenges if you’ve never shipped overseas. These guidelines answer questions about taxes, duties, customs laws, and more.
Ex(pert) Marks the Spot
Endorsements from experts – and people consumers perceive as experts – can be a persuasive marketing tool. But if your ads feature expert endorsers, you need to know about the FTC’s Endorsement Guides.
How to Comply with the Children's Online Privacy Protection Rule [PDF]
The Children's Online Privacy Protection Act (COPPA) sets out guidelines about the online collection of personal information from children under 13. If you run a website targeting this age group – or know you’re collecting information from kids – is your site COPPA compliant?
M-Bracing M-Commerce
Once associated only with voice telephone service, wireless devices have become launching pads for innovative products and services. Like e-commerce, the advent of “m-commerce” presents opportunities – and consumer protection challenges.
On the Download?
Spyware gives fraudsters the “in” they need to serve up incessant pop-ups, snoop around sensitive files, and capture personal information. Are you doing what you can to protect your system from spyware?
Privacy Policies: Say What You Mean and Mean What You Say
As savvy marketers know, it’s a good business practice to post a privacy policy spelling out for consumers in clear terms what information you collect from them and how you intend to use it. **This is a short article that is intended to be used as a drop-in. We’ll have to flag this on the site somehow.**
Protecting Kids Online: The COPPA on the Beat
Whether studying, surfing or chatting, today’s kids take advantage of everything the Internet has to offer. But when it comes to their personal information, who’s in the driver’s seat? Parents, according to the Children’s Online Privacy Protection Act (COPPA) and regulations enforced by the FTC.
Reflections on Connections: The FTC’s Revised Endorsement Guides
Compensating endorsers to advertise your product or service? Knowledge of how they’re compensated could affect how consumers interpret the ad. That’s why the FTC’s Endorsement Guides require that you disclose unexpected material connections between an advertiser and an endorser.
Securing Your Server: Shut the Door on Spam [PDF]
Do the settings on your servers open your system to misuse? An international group of government agencies says a few quick, easy, and no- or low-cost steps can protect your computer systems.
Selling on the Internet: Prompt Delivery Rules [PDF]
If you’re selling goods or services online, it pays to know the ground rules for making promises about shipments, notifying consumers about unexpected delays, and refunding consumers' money.
Shutting the Door on Deceptive Endorsements: The FTC’s Revised Endorsement Guides
Do your ads feature consumer testimonials? You should know that under the FTC’s Endorsement Guides, it’s illegal to feature a “best case scenario” with a “your results may vary” fineprint disclaimer. Learn how to comply with the law by clearly and conspicuously disclosing the typical results.
Signed, Sealed, and Delivered
More consumers than ever are bypassing the malls and doing their shopping via the Internet. But whether the store is on Main Street or online, savvy sellers know that the same high standards for prompt delivery apply.
Social Studies: Applying the FTC’s Revised Endorsement Guides in New Marketing Media
Using social media as part of your marketing strategy? The FTC’s Endorsement Guides explain how advertisers and bloggers can comply with the law.
Someone to Watch Over Me?
Sometimes it’s nice to be the center of attention – but not when a company is tracking shoppers’ every move online without their informed consent. Here’s what you can learn from the FTC’s settlement with Sears over software that tracked consumers online.
Strings Attached? Disclosing the Details of the Deal
Online shoppers are bound to see them: Banner ads, pop-ups, or email congratulating them on “winning” a laptop, gaming system or something else of value. Companies that promise prizes when there are deceptive strings attached can find themselves tied up in legal trouble.
Taking the “Bait” Out of Rebates
Rebates can be great – when the details are clearly disclosed up front and buyers receive their rebates on time. Does your promotion comply with the law?
The CAN-SPAM Act: A Compliance Guide for Business [PDF]
Do you use email in your business? The CAN-SPAM Act establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
The Company You Keep
Savvy marketers understand the importance of having their house in order when it comes to complying with consumer protection laws. But it can be just as important to make sure your business partners, contractors, and other affiliates follow the same high standards.
The FTC’s Revised Endorsement Guides: What People are Asking [PDF]
Answers to questions people are asking about the FTC’s revised Endorsement Guides.
Weighing the Evidence: Substantiating Claims for Weight Loss Products
Marketers of diet products must support what they say with sound science. Do your weight loss claims measure up?
When Consumers Complain
Preventing problems is preferred, but handling complaints effectively can do a lot to boost customer satisfaction. Does your company have a system in place for responding when customers complain?
When You Wish Upon a Star: Celebrity Endorsements & the FTC’s Revised Endorsement Guides
Star power can be an effective tool in advertising. But if you’re using a celebrity to advertise your product or service, make sure to brush up on the FTC’s Endorsement Guides.
You, Your Privacy Policy and COPPA - How to Comply with the Children's Online Privacy Protection Act [PDF]
The Children’s Online Privacy Protection Act (COPPA) gives parents control over the information websites can collect from their kids. If you operate a website designed for children under 13 - or have reason to know you’re collecting information from a child - follow these steps to ensure your site is COPPA-compliant.
“Cereal” Violations?
If you make health claims about your product – especially when it comes to children’s health – take a note from the FTC’s settlement with Kellogg by learning how to substantiate your representations.
“Remove Me” Responses and Responsibilities: Email Marketers Must Honor “Unsubscribe” Claims [PDF]
Some marketers send email as a quick and cheap way to promote their goods and services. Be aware that the claims that you make in any advertisement for your products or services, including those sent by email, must be truthful.
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