WASHINGTON, D.C.--The Federal Trade Commission (FTC) will be revising the "Dot Com Disclosures: Information About Online Advertising" guides, which advise businesses how federal advertising law applies to marketing and sales on the Internet.
The FTC is seeking public comment on how the guides should be modified to adapt to changes that have occurred in the online world since 2000, when the document was first released.
"Since the FTC staff published 'Dot Com Disclosures,' mobile marketing has become a reality, the 'app' economy has emerged, the use of 'pop-up blockers' has become widespread, and online social networking has emerged and grown popular," the FTC said. "In seeking public comment on possible revisions to the guidance document, the staff is interested in the technical and legal issues that marketers, consumer advocates and others believe should be addressed."
Any company that advertises on the Internet, or uses blogs, social media pages or mobile technology to market their brand or product could be affected by any new rules, according to a statement from Loeb & Loeb LLP, a multi-service law firm. Businesses using cookies, tracking or online behavioral advertising techniques should also pay attention to any possible changes, the law firm said.
The current FTC guidelines urge marketers to provide clear disclosure of any information consumers might need to make informed online purchasing decisions.
Public commenting is open until August 10, the FTC said. For more information, see this month's Legal Review column from Venable attorneys Jeffrey D. Knowles and Michael A. Signorelli on page 46.
By Jackie Jones (jackiejones@questex.com)
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