The FTC's Operation Full Disclosure: What You Need To Know

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The advertising industry just received a friendly wake-up call from the FTC. On September 23, the Commission announced Operation Full Disclosure, an initiative that seeks to reinforce basic disclosure principles for material terms and limitations in ads. According to the FTC, the Commission staff scanned over a thousand advertisements disseminated by or on behalf of major brands – across the entire media spectrum and from numerous product categories – and found about 60 that were arguably lacking in clear and/or conspicuous disclosures. These findings prompted letters reminding these advertisers, some of the largest in the U.S., that the staff had identified at least one advertisement that it probably would find lacked adequate disclosure in some way.

What does this all mean to you? Join us to hear the latest on ongoing FTC efforts to educate the industry on proper disclosure practices, what might be happening in the coming months regarding enforcement (which is highly likely to follow without adequate industry response), and the rules of the road you need to know to ensure your ads are complying with the FTC’s standards.