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FTC Rules for Ezine Advertising

Ezine Ad Placement Services, Ad Submission And Terms of Service

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FTC Advertising Rules & How We Deal With Them!

Because we offer eZine exposure for advertisers we feel it necessary to adhere to the regulations set forth by the FTC regarding Internet Advertising. This set of "rules" comes from the FTC web site and should be followed by each client who submits an ad for exposure from our eZine teams.  Please read the following information carefully.  

We will not accept ads or run ads that have unsubstantiated claims. For example, if anywhere in your ad or on your web site there is a statement for earnings in a specified amount of time or just earnings in general such as "Earn a Million Dollars In Only 15 days!" then before we run the statement we will ask you for proof of that claim.  If you are an affiliate of a program that makes claims like that then you will need to ask for proof from that administrator. This is a practice you should do regardless of our rules because of the FTC Crackdown on marketing.

So what do we mean by proof? Copies of earnings statements from actual individuals that have made money in the specified time frame.  Other forms of proof can be provided and will be subject to SDT approval.  You can avoid this by simply not providing any type of hard claims in your ad or your web site.  Keep it general and only mention accurate benefits of the program sign up bonuses.  Do NOT make any false statements.

Please also read over the following rules and guidelines set forth by the FTC.  Not adhering to the guidelines below will be cause for ad editing and/or rejection due to non compliance.

Your ads cannot be submitted with false or deceptive claims.

The Federal Trade Commission Act and the Commission has determined that a representation, omission or practice is deceptive if it is likely to:
bullet  mislead consumers and
bullet  affect consumers' behavior or decisions about the product or service.
 

In general terms, the above means that you cannot try to get  the reader to act on your offer based on false claims within your ad.  All claims if added to your campaign must be backed up with proof in order to not be considered deceptive.  You can avoid this by simply not providing any type of hard claims in your ad or your web site.

In addition, an act or practice is unfair if the injury it causes, or is likely to cause, is:
bullet  substantial
bullet  not outweighed by other benefits and
bullet  not reasonably avoidable.
 

The FTC Act prohibits unfair or deceptive advertising in any medium. That is, advertising must tell the truth and not mislead consumers. A claim can be misleading if relevant information is left out or if the claim implies something that's not true. 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.

In addition, claims must be substantiated, especially when they concern health, safety, or performance. The type of evidence may depend on the product, the claims, and what experts believe necessary. If your ad specifies a certain level of support for a claim - "tests show X" - you must have at least that level of support.

Other points to consider:
bullet

Disclaimers and disclosures must be clear and conspicuous. That is, consumers must be able to notice, read or hear, and understand the information. Still, a disclaimer or disclosure alone usually is not enough to remedy a false or deceptive claim.

bullet

Demonstrations must show how the product will perform under normal use.

bullet

Refunds must be made to dissatisfied consumers - if you promised to make them.

bullet

Advertising directed to children raises special issues. That's because children may have greater difficulty evaluating advertising claims and understanding the nature of the information you provide. Sellers should take special care not to misrepresent a product or its performance when advertising to children. The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus has published specific guidelines for children's advertising that you may find helpful.

Please read more and advertise with care
More FTC rules here
You can download FTC .pdf brochure here

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