{
  "node_id": "ftc-digital-advertising-disclosures",
  "title": "How to Make Effective Disclosures in Digital Advertising",
  "domain": "Sales, Marketing & PR",
  "version": "1.0.0",
  "last_updated": "2013-03-12",
  "bluf": "The general principles of advertising law apply online, and this guidance addresses how businesses can develop ads for online media in compliance with the law. The same consumer protection laws applicable to other media apply online, including the mobile marketplace. The FTC Act’s prohibition on “unfair or deceptive acts or practices” encompasses all online advertising, marketing, and sales. The core obligation for advertisers is to ensure that products and services are described truthfully and that consumers understand what they are paying for.\n\nRequired disclosures must be clear and conspicuous. To meet this standard, advertisers must consider a disclosure's placement and proximity to the relevant claim, its prominence, and whether it is unavoidable. Other factors include whether distractions in the ad diminish the disclosure's effectiveness, the need for repetition, the adequacy of volume and cadence for audio disclosures, sufficient duration for visual disclosures, and the use of understandable language. If a disclosure is necessary to prevent an ad from being deceptive or unfair, and it is not possible to make that disclosure clearly and conspicuously on a particular platform, then that platform should not be used to disseminate the advertisement.",
  "paywall": {
    "status": "LOCKED",
    "unlock_cost_usd": "0.01",
    "skyfire_id": "41779894-ece2-4163-9761-b3b1b76e19b0"
  },
  "crosswalks": {
    "_available_keys": [
      "nist_framework",
      "iso_standard",
      "ai_overlay_2026",
      "industry_mapping"
    ],
    "_note": "Full crosswalk values included in vault response"
  },
  "dependencies": [
    "ftc-endorsement-guides",
    "can-spam-act-email",
    "coppa-marketing-kids",
    "ama-ethical-marketing",
    "prsa-code-of-ethics",
    "iab-tcf-v2-2-consent"
  ],
  "primary_citations_count": 7
}