Marketing on the Internet

Advertising and Marketing on the Internet

The Internet is connecting advertisers and marketers around the world, with text, interactive graphics, video and audio. If you're thinking about Advertising and Marketing on the Internet, remember that many of the U.S.A rules that apply to other forms of advertising also apply to electronic Advertising and Marketing on the Internet . These rules and guidelines protect businesses and consumers from unscrupulous operators who may be Marketing on the Internet - and help maintain the credibility of the Internet as an advertising medium.

• Advertising (Marketing on the Internet) must tell the truth and not mislead consumers.
• In addition, claims must be substantiated.

GENERAL OFFERS AND CLAIMS PRODUCTS AND SERVICES WHEN MARKETING ON THE INTERNET

The Federal Trade Commission has determined that a representation, omission or practice Marketing on the Internet is deceptive if it is likely to:

• mislead consumers and
• affect consumers' behavior or decisions about the product or service.

In addition, if the product or service that is Marketing on the Internet is unfair and will cause injury, or is likely to cause injury, is:

• substantial
• not outweighed by other benefits and
• not reasonably avoidable.

The FTC Act prohibits unfair or deceptive advertising or Marketing on the Internet in any medium. That is, advertising or Marketing on the Internet must tell the truth and not mislead consumers. A claim can be misleading if relevant information is left out or if the claim implies something that's not true. For example, a lease Marketing on the Internet for an automobile that promotes "$0 Down" may be misleading if significant and undisclosed charges are due at lease signing. In addition, claims must be substantiated, especially when they concern health, safety, or performance. The type of evidence may depend on the product, the claims, and what experts believe necessary. If your Marketing on the Internet ad specifies a certain level of support for a claim - "tests show X" - you must have at least that level of support. Those sellers Marketing on the Internet are responsible for claims they make about their products and services. Third parties - such as advertising agencies Marketing on the Internet or website designers Marketing on the Internet and catalog marketers Marketing on the Internet- also may be liable for making or disseminating deceptive representations if they participate in the preparation or distribution of the advertising, or know about the deceptive claims.

• Advertising Marketing on the Internet or website designers Marketing on the Internetare responsible for reviewing the information used to substantiate ad claims. They may not simply rely on an advertiser's assurance that the claims are substantiated. In determining whether an ad agency Marketing on the Internet should be held liable, the FTC looks at the extent of the agency's participation in the preparation of the challenged ad, and whether the agency knew or should have known that the ad included false or deceptive claims.
• To protect themselves, catalog marketers Marketing on the Internetshould ask for material to back up claims rather than repeat what the manufacturer Marketing on the Internet says about the product. If the manufacturer doesn't come forward with proof or turns over proof that is questionable, the catalog marketer Marketing on the Internet should see a yellow "caution light" and proceed appropriately, especially when it comes to extravagant performance claims, health or weight loss promises, or earnings guarantees. In writing ad copy, catalogers Marketing on the Internet should stick to claims that can be supported. Most important, catalog marketers should trust their instincts when a product sounds too good to be true.

The FTC works for the consumer to prevent fraudulent Marketing on the Internet, deceptive and unfair business practices in the marketplace and to provide information to help consumers spot, stop, and avoid them. To file a complaint about Marketing on the Internet or to get free information on consumer issues, visit www.ftc.gov . The FTC enters Internet, telemarketing, identity theft, and other fraud-related complaints into Consumer Sentinel, a secure online database available to hundreds of civil and criminal law enforcement agencies in the U.S. and abroad.