1. Mini Law Lesson: FTC’s New.com Disclosures Guidance Updated to Address Current Online and Mobile Advertising Environment Brian Heidelberger Winston & Strawn bheidelb@winston.com

2. IMPORTANT DISCLAIMER This is not legal advice. I am not your attorney.

3. General Rules Law hasn’t changed Disclosures can’t cure a false claim Can only qualify a claim to help keep it from being misleading If information is material it must be clearly and conspicuously disclosed Incorporate material limitations in the claim rather than separate disclosure (when practical) – If it can easily be incorporated in text, it should be

4. When Using a Hyperlink to Disclose Material Terms Use an obvious link Label it to convey the information appropriately Don’t relegate material terms to “terms” Make links consistent in style Keep it close to the information is qualifies Take consumers directly to the qualifications on the click-through Monitor click-through rates to assure effectiveness

5. Material Terms Must be Clear and Conspicuous Try not to require scrolling If you require scrolling give text or visual cues Keep abreast of research on what consumers view on screen Make disclosures before and after people “add to cart” If sending people to store, make sure material limitations are disclosed before they get there Repeat disclosures for long websites/or easily missed Don’t relegate important info to “legal” Audio Claims should have “audio” disclosures Make the limitations easy to understand Don’t make the ad if you can’t make it clear

6. Material Terms Should be Close to Claim it Qualifies

7. Disclosure Needs to Consider Mobile Use

8. Important Info Can Be On Click-Through With Proper Disclosure

10. A Highlighted Link is Likely Not Enough

11. Abbreviations Are Hard to Use

12. Link Needs to be Close to Claim

13. Important Price Limitations Need to be Near Price

14. Not Just on the Check Out Page

15. Material Connection Shouldn’t Just be Disclosed Via an Unclear Short Link Good Bad

16. Disclosure in Multiple Tweets Can Create Difficulties

17. Consumers Don’t Understand or Read Every Hashtag

18. Disclosure of Blogger Affiliation Shouldn’t be Relegated to The End