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Hey @InternetLawCent check out ournew .com Disclosure Guides. Its Free*!

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3STRIKESand4Ps

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OnewillhelpyouavoidatriptoDC,theotherisgoodtoknowifyouareinDC

FTCStandardforJudgingAdver4singDisclosure WashingtonIrishPub

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In the Beginning

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ANewPhenomenon

SocialMediaAdSpendingJumps50%between2009and

2011 By2012nearly75percentofFortune500hasaTwieraccount,2/3rdshaveFacebookPage

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AMulU-PlaWormorldRiseofMobilePlaWormIncreasesImportanceofProximity

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Hyperlinks

Ifitsimportanttellthemwhyorwhatitisabout;

donotjusthavealinkwithtermdisclaimerorothernon-descripUvelanguage.

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PassorFail?

HyperlinkedText:Restockingfeeappliestoallreturns.

Leadsto:Ifyoureturnthe

Frost-a-tronwithin30daysthereisarestockingfeeof$19.95.Aer30daysandbefore90days,therestockingfeeis$29.95.Aer90days,

therestockingfeeis$49.95.Shippingandhandlingfeesarenon-refundable.NoCODonreturns.

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PassorFail?

HyperlinkedText:Restockingfeeappliestoallreturns.

Leadsto:Ifyoureturnthe

Frost-a-tronwithin30daysthereisarestockingfeeof$19.95.Aer30daysandbefore90days,therestockingfeeis$29.95.Aer90days,

therestockingfeeis$49.95.Shippingandhandlingfeesarenon-refundable.NoCODonreturns.

PASS

Thedetailsinthisreturnpolicyarelikelytoocomplextodisclosenexttothe

guarantee.ThelabelofthehyperlinkadequatelyconveysthenatureandrelevanceoftheinformaUontowhichit

leads.

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ANHEHASYNDROME

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sedFSToDenoteFreeSampleProvidedToReviewer

PerBloggerGuidelines,ButIneffecUveSinceNobody

KnowshatItMeans

seofAcronyms

NobodyHasEver

HeardOf

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TheFTCon140Characters

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Tobe

conUnued...

Subsequenttweetnotproximateto

priortweet

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EvaluaUngDisclaimers

ContextisKing

SIZEANDCONTRAST

MATTER

HI,IMAKESRE

YODONTPAYATTENTIONTO

DISCLAIMERS

FAIL

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PainUngaClearPicture?

Thebloggerinthisexampleobtainedthepaintsheisreviewingforfree

andmustdisclosethatfact.

Althoughshedoessoattheendof

herblogpost,thereareseveralhyperlinksbeforethatdisclosurethatcoulddistractreadersandcause

themtoclickawaybeforetheyget

totheendofthepost.Giventhese

distracUons,thedisclosurelikelyis

notclearandconspicuous.

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GoingDoubleonNegaUves

BecausethenegaUveopUoninthisexample(enrollmentinarecipeclub)addressesadifferentsubjectthanthemainoffer(cookware),theadverUsershouldtakespecialcaretoensurethatthe

disclosureofthenegaUveopUonisclearandconspicuous.Inthiscase,requiringconsumersto

affirmaUvelyacknowledgethedisclosurebyclickingononeofthetwoboxesonthesecondpage

neitherofwhichhasbeenpreselectedbeforetheycanproceedtocheckout,shouldachieve

thatgoal.

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BennetKelley

FounderoftheInternetLawCenterandpastco-chairoftheCaliforniaBarCyberspaceCommiee.

HostofCyberLaw&BusinessReportonebmasterRadio.

Publisherofaward-winningCyberReport. InternetLawCenter100ilshire#950SantaMonica,CA90401www.internetlawcenter.net

Twier:InternetLawCent Blog:ILCCyberReport.wordpress.com