All links/buttons that lead to the free credit report should be of a standard and conspicuous size and color. There should be no buttons/links on the page that are larger or of a misleading nature. Often times, the button to decline the optional services is of a light color and smaller. Their "upsell" button is bright and leads you to believe that it is the correct link/button to proceed to the free report. Already mentioned, but all other pages offering any form of credit report/credit score/credit monitoring service/identity protection should have a "landing page" (again in a standardized manner) disclosing that it is not the free report offered by law. Especially freecreditreport.com.
16 CFR Part 610 Amendments to Rule to Prevent Deceptive Marketing of Credit Reports and to Ensure Access to Free Annual File Disclosures #545091-00266
16 CFR Part 610 Amendments to Rule to Prevent Deceptive Marketing of Credit Reports and to Ensure Access to Free Annual File Disclosures