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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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