How the New FTC Regulations Affect Social Media Marketing

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  • For an online advertisement to be “clear and conspicuous” in its disclosures, there are a number of guidelines that must be followed: Disclosures must be very close to the claim it’s disclosing. When possible, avoid having to scroll to see the disclosure. If using hyperlinks for disclosures they must be obvious, labeled appropriately, go directly to the disclosure upon click-through, repeated in long advertisements and be monitored for effectiveness. In space-constrained ads (like Tweets, Facebook posts, or Pins) the disclosure must still be obvious and clearly stated. Disclosure is needed before the decision to buy is made (before someone “adds to cart”).Above all else, the claim needing the disclosure must actually be disclosed.

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