Web ad disclosures examined

Teinowitz, Ira
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p48
Trade Publication
This article reports on the efforts being made by the U.S. Federal Trade Commission (FTC) to adapt print consumer protection guidelines to the Internet, as of May 1999. Questions discussed at a recent FTC hearing included issues such as how high on a Web site disclosures, required for analogous print advertisements, should go. Marketers and advertising agency executives attending the hearing worried that too strict a tie to print rules would, on one side, eliminate much of the Internet's usefulness and, on the other, allow marketers to bury disclosures at the very bottom of a long scroll bar. The FTC and marketers attending the hearing, highlighted the complications of trying to prescribe where disclosures should go.


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