FTC Endorsement and Testimonial Rules
Over the last several months, I’ve had numerous individuals e-mail me complaining they didn’t fully understand the new FTC Endorsement and Testimonial Rules, and how it applied to them. That’s not surprising, since government rules and regulations at both the state and federal level are notorious for not being written in layman’s terms.
With that in mind, I decided to write an article about the new FTC rules in language I’m sure everyone can understand. Let’s get started:
Legislation May Increase Burden for Website Legal Compliance
Given the current mood in Congress for more and more regulation, it’s likely that the federal government will soon have increased regulatory authority over the advertising practices of Web business – both in terms of how they target consumers and with the advertising messages themselves.
The U.S. Congress will soon be voting on two separate bills, which if they become law will certainly increase the burden on webmasters for website legal compliance, including new disclosures and website legal forms.
.
Consumer Privacy Bill to Target Behavioral Ads
Congressman Rick Boucher (D-VA), chairman of the House Energy and Commerce Subcommittee on Technology and the Internet has been planning to introduce a consumer privacy bill since last year, and he most likely will introduce it in the near future.
Rep. Boucher’s primary target is how advertisers target consumers with behavioral advertising. Web marketers have long sought to use tracking technology to increase the relevance with online ads – the more relevant the ad, the more conversions increase.
