How Does A Brand Stand Out Under the Latest FTC Disclosure Rules?

The Federal Trade Commission (FTC) recently updated the .com disclosure document for 2013, to protect customer against false and illusive online product and service promotions. The document was originally released in 2000, and this new version is focused on emerging digital channels including social networks and blogs.

Apparently, These new rules will bring great benefits for customers. But is it a bad news for marketing efforts? 

Not exactly!

After all it’s a general rule applying to everyone. New rules could also guarantee a fair market environment by eliminating deceptive or anti-competition behaviors. On the other hand, if use properly, brand will receive a win-win situation. By giving away transparent information that customers want, brand is expected to gain customers’ trust in the long run, which could increase brand asset in turn.

In the global market, there are three main concerns with this new rules:

1. Don’t think it too hard. It’s much easier than you think.

Don’t feel so stressful for the new rules. It doesn’t need to be complicated or take away from your marketing messages. Remember the objective of the disclosure is to protect consumers from being misled by advertisements or claims or deceived by the omission of necessary information. What you need to do is to make clear, conspicuous and unavoidable information, so that the content you produce communicates transparently with your audience.

2. Think it seriously while writing disclosure.

In a global market, you are not only serving people in a same culture as you are. So think it seriously while writing disclosure. Ask questions such as: “Is it clear enough for customers to get all the information they need to make decisions”? “Is it clear enough for customers speaking other languages?"

3. Take it as an opportunity to stand out.

It’s difficult to have a purely fair competitive environment, and there are frauds or non-transparency here and there. While if you take this rule as an opportunity to show your transparency, you might stand out among competitors. For instance, you might win a good image if you provide all the possible risks including extra charge or flaws. In this case, what consumers will think is an honest seller with considerate service. Who will deny an honest man thinking what they think?