FTC-NAD Workshop: Effective Disclosures in Advertising May 22, 2001 Making Disclosures Clear and Conspicuous Lee Peeler Federal Trade Commission Randy Satterfield Federal Trade Commission Peter Marinello National Advertising Division, BBB

FTC-NAD Workshop: Effective Disclosures in Advertising Making Disclosures Clear and Conspicuous LetsGoTV

FTC-NAD Workshop: Effective Disclosures in Advertising Television Advertising LetsGoTV Television Advertising Storyboard 30 Seconds

FTC-NAD Workshop: Effective Disclosures in Advertising VO: Don’t you wish you could watch TV anywhere you want?

FTC-NAD Workshop: Effective Disclosures in Advertising VO: At the beach. SFX: crashing

FTC-NAD Workshop: Effective Disclosures in Advertising VO: At the game. SFX: cheering sounds

FTC-NAD Workshop: Effective Disclosures in Advertising VO: On the road. SFX: crickets

FTC-NAD Workshop: Effective Disclosures in Advertising VO: Now you can. With LetsGoTV. You’ll get your favorite local channels anywhere, anytime. And all the best cable has to offer. Super: LetsGoTV

FTC-NAD Workshop: Effective Disclosures in Advertising VO: Like Box Seats Sports, BNN and ShoMax. Super: LetsGoTV Super: Direct satellite reception of stations such as Box Seat Sports Channel, Broadcast News Network, ShoMax, and other cable channels requires a subscription to LetsGoTV Premium Service available at a cost of $49.95 per month. Additional equipment required. Reception limitations may apply. “LetsGoTV” is a registered trademark of B3 Innovations, Inc.

FTC-NAD Workshop: Effective Disclosures in Advertising VO: All for $199. Super: $199. Super: With mail-in rebate. Restrictions apply.

FTC-NAD Workshop: Effective Disclosures in Advertising VO: Just call LetsGoTV. Super: LetsGoTV

FTC-NAD Workshop: Effective Disclosures in Advertising VO: You’re on the go. Shouldn’t your TV go with you? LetsGoTV from B3 Innovations. Super: LetsGoTV.

FTC-NAD Workshop: Effective Disclosures in Advertising Issues Raised by TV Ad The Claim: The Fine Print: “Don’t you wish you could watch TV anywhere you want?” “Reception limitations may apply.”

FTC-NAD Workshop: Effective Disclosures in Advertising Issues Raised by TV Ad The Claim: The Fine Print: “…favorite local channels.… And all the best cable has to offer.” Satellite reception for cable service “…available at a cost of $49.95 per month.”

FTC-NAD Workshop: Effective Disclosures in Advertising Issues Raised by TV Ad The Fine Print: Three lines of important disclosures On screen for only two seconds “Direct satellite reception of stations such as Box Seat Sports Channel, Broadcast News Network, ShoMax, and other cable channels requires a subscription to LetsGoTV Premium Service available at a cost of $49.95 per month. Additional equipment required. Reception limitations may apply. “LetsGoTV” is a registered trademark of B3 Innovations, Inc.”

FTC-NAD Workshop: Effective Disclosures in Advertising Issues Raised by TV Ad The Claim: The Fine Print: LetsGoTV shown with an antenna.“Additional equipment required.”

FTC-NAD Workshop: Effective Disclosures in Advertising The Claim: The Fine Print: The Issues: Before rebate cost is $399 Must subscribe to satellite service for a year Rebate paid at end of one year $50 cable cancellation fee Issues Raised by TV Ad Cost: $199 “With mail-in rebate. Restrictions apply.”

FTC-NAD Workshop: Effective Disclosures in Advertising Print Advertising LetsGoTV Print Advertising LetsGoTV. Never miss your favorite programs. Cable Sports. 24-Hour News. First-Run Movies. LetsGoTV. Watch whatever you want. Wherever you want. LetsGoTV. goes everywhere you go. But it’s more than just convenient. is all about performance. With the largest screen of any handheld TV, gives you crystal clear satellite reception. And unlike the others, has your favorite cable channels, like Box Seat Sports, Broadcast News Network and ShoMax. LetsGoTV $199 Weighs less than two pounds Thin Film Transistor active-matrix technology Anti-glare screen for the clearest color and contrast even in bright sunlight Digitreck headphones included! You’re on the go. Shouldn’t you TV go with you? $199 after rebate* To order, call LetsGoTV. LetsGoTV is a registered trademark of B3 Innovations, Inc. With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call LetsGoTV for more information. Additional equipment required. *

FTC-NAD Workshop: Effective Disclosures in Advertising Issues with Print Ad The Claims: $199 advertised price “Watch whatever you want. Wherever you want.” Product shown with antenna… “…favorite cable channels…” LetsGoTV. Never miss your favorite programs. Cable Sports. 24-Hour News. First-Run Movies. LetsGoTV. Watch whatever you want. Wherever you want. LetsGoTV. goes everywhere you go. But it’s more than just convenient. is all about performance. With the largest screen of any handheld TV, gives you crystal clear satellite reception. And unlike the others, has your favorite cable channels, like Box Seat Sports, Broadcast News Network and ShoMax. LetsGoTV $199 Weighs less than two pounds Thin Film Transistor active-matrix technology Anti-glare screen for the clearest color and contrast even in bright sunlight Digitreck headphones included! You’re on the go. Shouldn’t you TV go with you? $199 after rebate* To order, call LetsGoTV. LetsGoTV is a registered trademark of B3 Innovations, Inc. With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call LetsGoTV for more information. Additional equipment required. *

FTC-NAD Workshop: Effective Disclosures in Advertising Issues with Print Ad The Fine Print: Price in small point size has an asterisk Important disclosures in 6 point orange type on red background Satellite service costs $49.95 a month One year satellite service subscription required $50 early cancellation fee Additional equipment required LetsGoTV. Never miss your favorite programs. Cable Sports. 24-Hour News. First-Run Movies. LetsGoTV. Watch whatever you want. Wherever you want. LetsGoTV. goes everywhere you go. But it’s more than just convenient. is all about performance. With the largest screen of any handheld TV, gives you crystal clear satellite reception. And unlike the others, has your favorite cable channels, like Box Seat Sports, Broadcast News Network and ShoMax. LetsGoTV $199 Weighs less than two pounds Thin Film Transistor active-matrix technology Anti-glare screen for the clearest color and contrast even in bright sunlight Digitreck headphones included! You’re on the go. Shouldn’t you TV go with you? $199 after rebate* To order, call LetsGoTV. LetsGoTV is a registered trademark of B3 Innovations, Inc. With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call LetsGoTV for more information. Additional equipment required. *

FTC-NAD Workshop: Effective Disclosures in Advertising May 22, 2001 Making Disclosures Clear and Conspicuous Lee Peeler Federal Trade Commission Randy Satterfield Federal Trade Commission Peter Marinello National Advertising Division, BBB