In the online marketplace, consumers can transact business without the constraints of
time or distance. One can log on to the Internet day or night and purchase almost anything
one desires, and advances in mobile technology allow advertisers to reach consumers nearly
anywhere they go. But cyberspace is not without boundaries, and deception is unlawful no
matter what the medium. The FTC has enforced and will continue enforcing its consumer
protection laws to ensure that products and services are described truthfully online, and that
consumers understand what they are paying for. These activities benefit consumers as well as
sellers, who expect and deserve the opportunity to compete in a marketplace free of deception
and unfair practices.
The general principles of advertising law apply online, but new issues arise almost
as fast as technology develops — most recently, new issues have arisen concerning spaceconstrained screens and social media platforms. This FTC staff guidance document describes
the information businesses should consider as they develop ads for online media to ensure
that they comply with the law.