WASHINGTON-Credit unions will have to make sure promotional offers sent via Twitter or Facebook adhere to proper disclosures and disclaimers under new guidelines issued by the Federal Trade Commission.
The new guidelines update the agency's 2000 guidance and state that advertisers should post all social media promotions "so that any necessary disclosures are clear and conspicuous, regardless of the device on which they are displayed."
The new guidance points out that advertisers using space-constrained ads, such as on some social media platforms, must still provide disclosures necessary to prevent an ad from being deceptive, and it advises marketers to avoid conveying such disclosures through pop-ups, as they are often blocked.
The updated guidance also emphasizes that consumer protection laws apply equally to marketers across all media, whether delivered on a desktop computer, a mobile device, or more traditional media such as television, radio, or print. The new guidance takes into account the expanding use of smartphones with small screens and the rise of social media marketing. It also contains mock ads that illustrate the updated principles.
