Advertising industries have been regulated for many years, and throughout the world, to protect the interests of consumers and relevant industry members. Various areas of online advertising have also been regulated, such as with the CAN-SPAM Act, offering protection against spam. In the US, the Federal Trade Commission (FTC) is responsible for online and offline advertising regulations. Their primary intent is to protect consumers from fraud.
The FTC also works with state and federal law enforcement agencies, to prosecute advertising fraud. While their primary focus has been consumer fraud, their policies are also evolving to implicate all partners involved in a fraudulent advertising campaign. That means if an advertiser is accused of making false claims to a consumer, publishers promoting that advertiser could also be implicated in any prosecution.
FTC Regulations, Guidelines and Resources
- FTC Bureau of Consumer Protection Advertising and Marketing
- Advertising and Marketing on the Internet: Rules of the Road
- Advertising FAQ’s: A Guide for Small Businesses