In a world where everything is moving to a virtual platform, business owners are quickly focusing on online advertising as the main way to promote their products and services. While this method has proven to be an effective way to reach a broader audience, there are some special considerations you should keep in mind when developing an online advertising campaign.
In advertising, everything must be accurate. While internet scams seem to be common, they are a very serious offence. The Federal Trade Commission uses sophisticated tactics to seek out deception on the web, including misleading advertising. Several large corporations have been charged with creating ads that use practices like inconspicuous print and inadequate disclosure to confuse and deceive customers about certain products and promotions. No business is exempt from the rules of fair advertising, so it’s important to know what those rules are and how to follow them. Here are some examples of common campaign tactics and the rules within them you must obey.
Guarantees and Warranties
Often, promises backing up a product are the key to getting people to try it. This is one of the most important areas to be completely clear about in case of returns. If a money-back guarantee is offered, the specific details of it need to be noted, including details such as whether shipping costs are refundable. Warranties need to list details like the length of time during which a claim can be made and what specific parts or aspects of the product are under warranty.
Pricing and Offers
If you’re offering an add-on or free gift with purchase, the full details of the scenario must be clear to consumers. If you’re comparing your price to a competitor’s, both stated prices must be truthful. For example, if you say, “While our competitors price this at $19.99, we’re charging only $14.50,” both prices need to be accurate.
Health, Safety and Representations
If you’re ever marketing a product that claims to produce a certain result, you need to follow stricter guidelines in your advertising. This is especially true when you enter the health, beauty and nutrition market. Many supplements and diet plans boast specific results, but those claims must have support to back them up. You can usually consider yourself safe if you have two double-blind studies that are scientific in nature and were conducted by an independent group. Also, if you are ever going to claim that a service or product is “doctor recommended,” that statement must be true.
There are certain areas within these industries where such rules do not apply. Certain cosmetics, like blush or eyeshadow, do not usually boast claims about performance, so you wouldn’t need studies and recommendations to back them up. If you’re going to claim your mascara increases eyelash length by a certain amount or was preferred by a specific number of women, you’ll need to include proof that the statement is actually true.
Endorsements and Substantiation
Going along with claims about the usefulness or results of your product, any statements made must be legitimate and substantiated. You can’t claim someone likes your product or has used it if you don’t have proof it is true. The views and opinions expressed must be completely accurate. If you hire an endorser to recommend your product, you must have also have good-faith reasons proving this person is stating true opinions about the product and that they continue to be a user of the product during the entire advertisement’s running.
While online advertising can be one of the most effective ways to promote your product, you must keep these considerations in mind to guarantee your tactics won’t violate any laws concerning the matter. Follow these rules and you’ll be able to safely spread the word about your business in the world of virtual advertising.
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