Tag: Advertising and Marketing Basics

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Has it been a while since you touched base with clients about the FTC’s Endorsement Guides?  Of course, you’ve shown them the three major take-away points in black and white:
Say “Cooling-Off Rule” and most people (OK, most people over a certain age) think of the classic door-to-door salesman — although the scope of the Rule is broader than that.  After listening to comments about the future of the Cooling-Off Rule, the FTC has decided to keep it in place...
Business.ftc.gov is happy to welcome a sibling:  consumer.ftc.gov — the new URL for consumer resources from the FTC, the nation’s consumer protection agency.Why should the FTC’s consumer site matter to your business?  It’s become a catchphrase, but it’s true: An educated consumer...
When it comes to making hotel reservations, some consumers aren’t feeling very hospitable about drip pricing — the practice of advertising only part of the price and then revealing other charges later as the customer goes through the buying process.  That’s why FTC staff sent out 22...
The Federal Trade Commission has warned 22 hotel operators that their online reservation sites may violate the law by providing a deceptively low estimate of what consumers can expect to pay for their hotel rooms.
Business has gone global, but how should consumers be protected when transactions cross borders?  The FTC is hosting a forum on Thursday, November 29, 2012, to talk about the role of enforceable industry codes of conduct to protect consumers in cross-border commerce.  What’s on the...
Everybody needs a wingman — somebody there just in case you need back-up.  When it comes to explaining the consumer protection basics of mobile apps to client and colleagues, you’ve got a wingman at the ready.It’s called Marketing Your Mobile App: Get It Right From the Start.  It’s a...
There are lots of good reasons for infomercial marketers and other retailers to abide by truth-in-advertising principles.  But for people who insist on a dollars-and-cents rationale, the Court-ordered $478 million price tag for violations related to national ads for money-making...
Are you in the mobile app business?  If so, you’re probably considering some important questions, like what to tell users about your app, what information to collect from users, and what to do with any information you collect.  Whether you work for a tech giant or are striking out on...
People who signed up with the Jacksonville-based Alcoholism Cure Corporation were promised a “scientifically proven” program that “cures alcoholism while allowing alcoholics to drink socially.”  What they got was a shopping list, instructions to take handfuls of unproven supplements,...
Remember the character from the Superman comic books who was the exact opposite of the Man of Steel?  He said no when he meant yes, his alter ego went by the name "Kent Clark," and was part of the Injustice League of America.  It made for fun reading, but you wouldn’t want him...
Ask any golfer.  How you address the ball matters, but don’t underestimate the importance of the follow-through.  In law enforcement, too, follow-through can be key.  A recent development in the FTC’s action involving Neil Wardle illustrates that point.
Unless you’re playing Scrabble and use QI or ZA on a triple letter square, two-letter words usually don’t count for much.  A consumer perception study released by the FTC suggests that two common two-letter words often used in ads may not have the effect of qualifying product claims...
The Federal Trade Commission today released an FTC-commissioned study indicating that when marketers use the phrase "up to" in claims about their products, many consumers are likely to believe that they will achieve the maximum "up to" results. The study describes what a test group of consumers...
Like chicken and waffles or ham and pineapple on pizza, some combos don’t sound like they’d go together, but make sense once you find out more.  Put the FTC’s settlement with Spokeo on that list.  According to the FTC, data broker Spokeo violated the Fair Credit Reporting Act and used...
In Short: Advertising and Privacy Disclosures in a Digital World — an FTC workshop to discuss guidance on disclosures in the online and mobile world — is set for May 30, 2012.  This is the latest development in the ongoing conversation about revising the FTC’s 2000 guidance...
Drip pricing: It may sound like something involving faulty plumbing fixtures, but it's the practice of advertising only part of a product’s price up front and then revealing other charges as the shopper goes through the buying process.
The FTC just released the preliminary agenda for the May 30, 2012, workshop to consider the need for new guidance for online advertisers about making disclosures. If that’s a topic of interest to your business (and it’s tough to imagine a company not involved in those discussions),...

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