FTC Proposes to Update Dot Com Disclosure Guide to Online Advertising

"Dot Com Disclosures" [PDF], the Federal Trade Commission’s (FTC) guidance for online advertisers, was issued in May 2000.

Yesterday, the FTC issued an announcement [FTC Staff Invites Comments Regarding "Dot Com Disclosure" Business Guidance Publication [PDF]] asking for comments and suggestions from interested parties regarding updates to the online advertising guidance, based on the fact that when Dot Com Disclosure was first released, social media, mobile marketing, "apps" and similar innovative advertising and content distribution mechanisms either did not exist, or were in their infancy.

The online world and the online and mobile world of advertising has changed radically and continues to evolve dynamically since 2000, and if you want your comments to be considered, the FTC must receive them by July 11, 2011. Comments will generally become matters of public record at http://www.ftc.gov/os/publiccomments.shtm.

Are you in the online or mobile advertising industry? Do you create, use, share or obtain data from "apps"?   Do you want your views to be considered – whether as part of an industry association or individually, or both? Need help crafting your submissions and comments?

If you need help from lawyers with decades of experience, Rimon is the place to look. Feel free to call me, Joseph I. ("Joe") Rosenbaum, or any of the lawyers within the Advertising Technology & Media law practice group, or any of the Rimon attorneys with whom you regularly work. We will be happy to help you.