Advertisements on the Internet are subject to the same laws as traditional advertising. All claims made on Internet advertisements have to be substantiated and truthful. Advertisers also need to be aware of privacy issues in internet marketing. The FTC encourages marketers and companies to implement four fair information practices:
1) Give consumers notice about the website’s information practices
2) Offer consumers the choice as to how their identifying information can be used by the website
3) Provide consumers with access to the private information the website collected about them
4) Ensure the security of all private information collected
Marketers also need to be aware of the Children’s Online Privacy Protection Act, which requires verifiable parental consent before using, collecting, or disclosing any personal information about minors.
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