Rules for Electronic Marketing
Advertising isn’t as easy as you think, and it definitely isn’t as easy when it comes to electronic marketing. All of the same rules involved in other forms of non-electric advertising still apply to internet marketing and then some. For this reason, the Federal Trade Commission (FTC) has prepared guidelines in order to promote a healthy exchange of information as well as to protect businesses and consumers alike.
What CAN’T I Do?
The Federal Trade Commission Act was created out of the FTC to act in the interest of all consumers in order to prevent unfair practices. Things that advertising should not do are: mislead consumers and/or affect a consumer’s decision whether to purchase the service/product. At the outset, this might not seem like a big deal, but you’d be surprised at how many people get in trouble for false advertising. It’s one thing to misjudge your target audience; it’s quite another to purposely try to mislead them.
Protect Yourself
Good internet marketing begins with smart internet marketing. The FTC holds website designers and/or advertising agencies responsible for reviewing any marketing information to make sure it is truthful. To protect themselves, the FTC suggests that catalog marketers ask for material from manufacturers to back up claims. If the manufacturer is hesitant in providing you with the materials, a red flag should fly up.
Some other points that the FTC wants Internet marketing agencies to consider include the following:
- If you’re advertising a service, disclaimers and disclosures must be noticeable where the consumer will be able to read or at least hear the information.
- Demonstrations of how a product is used must accurately show how the product will perform under normal use (ex: paper towels, glass cleaner, etc.)
- If you promise to give a consumer their money back, do it.
- Be careful of advertising to children. Know all of the information and rules governing it.
By following this advice, you’ll be one step ahead of the game.
March 11 2008 05:00 am | Internet Marketing and Marketing
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[...] and business advertising. With all of that being said, many may be wondering what the rules for electronic marketing are. For the most part, electronic marketing, or Internet marketing is very similar to other [...]