Skip to main content
Menu Icon
Close

InfoBytes Blog

Financial Services Law Insights and Observations

FTC seeks feedback on digital ad effects on children

Federal Issues FTC Advertisement Endorsements Disclosures

Federal Issues

On August 23, the FTC announced that it is soliciting additional public feedback on the effects digital advertising and marketing messages have on children. As previously covered by InfoBytes, in May the FTC announced that it is seeking comment on its notice of proposed changes to its “Guides Concerning the Use of Endorsements and Testimonials in Advertising” (Endorsement Guides), which includes the addition of a new section highlighting special concerns related to child-directed advertising. Under the Endorsement Guides, which were enacted in 1980 and amended in 2009, advertisers are required “to be upfront with consumers and clearly disclose unexpected material connections between endorsers and a seller of an advertised product.” The Commission also noted that, in conjunction with the notice, it is hosting a public event on October 19 to address topics including “children’s capacity at different ages and developmental stages to recognize and understand advertising content and distinguish it from other content,” and the “need for and efficacy of disclosures as a solution for children of different ages, including the format, timing, placement, wording, and frequency of disclosures.” Comments are due by November 18 “to accommodate those who wish to provide input on the topics discussed at the October digital advertising event.”