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Online Advertising ( DOC)
[xix]
Advertising and Marketing on the Internet: Rules of the Road
(From The Department of
Commerce)
The Internet is connecting advertisers and marketers to customers from Boston to Bali with text, interactive
graphics, video, and audio. If you're thinking about advertising on the Internet, remember that many of the same
rules that apply to other forms of advertising apply to electronic marketing. These rules and guidelines protect
businesses and consumers and help maintain the credibility of the Internet as an advertising medium.
The
Federal Trade Commission (FTC) has prepared this guide to give you an overview of some of the laws it
enforces.
·
Advertising must tell
the truth and not mislead consumers.
·
In addition, claims must
be substantiated.
General Offers and Claims Products and Services
The Federal Trade Commission Act
allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices. In
interpreting Section 5 of the Act, the Commission has determined that a representation, omission, or practice is
deceptive if it is likely to:
·
mislead consumers
or
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