互联网是连接广告客户和销售来自波士顿巴厘岛. If you're thinking about advertising on the Internet, remember that many of the same rules that apply to other forms of advertising apply to electronic marketing.如果你想在互联网广告、记得许多相同的规则适用于其他形式的广告适用于电子营销.
The Federal Trade Commission Act allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices.联邦贸易委员会公平贸易行为法允许所有消费者的利益,防止欺诈行为或不公平作法. The FTC has determined that a representation, omission or practice is deceptive if it is likely to:公平会认定有代表性,如果有遗漏或做法是欺骗可能:
1.1. Mislead consumers and误导消费者
2.2. Affect consumers' behavior or decisions about the product or service.影响消费者的行为或决定的产品或服务.
In addition, an act or practice is unfair if the injury it causes is:另外,如果是不公平的行为或做法造成的损伤是:
1.1. Substantial大量
2.2. Not outweighed by other benefits and抵销其他好处,不
3.3. Not reasonably avoidable.没有合理可以避免的.
The FTC prohibits unfair or deceptive advertising in any medium.公平不公平或欺骗性广告,禁止在任何媒介. That is, advertising must tell the truth and not mislead consumers.即广告必须讲真话,不要误导消费者. A claim can be misleading if relevant information is left out or if the claim implies something that's not true.如果债权可以误导或遗漏相关资料,如果索赔意味着一些不属实. For example, a lease advertisement for an automobile that promotes "$0 Down" may be misleading if significant and undisclosed charges are due at lease signing.例如租赁汽车广告,宣扬"0元下降"如果可能误导、重大到期契约签订保密费.
In addition, claims must be substantiated, especially when they concern health, safety, or performance.此外,债权必须属实,尤其是当他们关心的健康、安全或性能. The type of evidence may depend on the product, the claims, and what experts believe necessary.类型证据可能取决于产品的要求,以及专家认为有什么必要. If your ad specifies a certain level of support for a claim - "tests show X" - you must have at least that level of support.如果你专订了某种程度的支持,声称"试验表明十大"你一定程度的支持,至少.
Other points to consider:其他各点考虑:
Disclaimers and disclosures must be clear and conspicuous.免责和披露必须清晰、突出. That is, consumers must be able to notice, read or hear, and understand the information.即消费者必须能够预告阅读或听到、了解信息. Still, a disclaimer or disclosure alone usually is not enough to remedy a false or deceptive claim.还有,免责是不够的,通常还是仅披露虚假或欺骗性索赔纠正.
Testimonials and endorsements must reflect the typical experiences of consumers, unless the ad clearly and conspicuously states otherwise.听证签注必须反映典型经验和消费者,除非另有专清楚显眼. A statement that not all consumers will get the same results is not enough to qualify a claim.声明说,并非所有消费者将得到同样的结果是不够资格索赔. Testimonials and endorsements can't be used to make a claim that the advertiser itself cannot substantiate.听证会不能拿来和背书作广告声称无法证实自己.
If your ad uses phrases like "satisfaction guaranteed" or "money-back guarantee," you must be willing to give full refunds for any reason.如果你的广告用的字眼,例如"保证满意"或"钱退款保证,"你必须愿意全力以任何理由退款. You also must tell the consumer the terms of the offer.你还必须告诉消费者合约的条款.
Non-Compliance不遵约
If you fail to follow these rules, you run the risk of being prosecuted by the FTC.如果你不遵守这些规则,你冒着被起诉的公平. Successful prosecutions typically result in injunctions against your site and damages awarded in the amount of $11,000 PER VIOLATION.通常导致成功起诉强制你工地的赔偿金额违反11,000元.