Conducting business online and offline both require a lot of good faith. It is however true that online business bear greater risk for cons and malicious traders than business conducted offline. This brings about the need for FTC internet and advertisement compliance. This is to ensure that both traders and buyers get the best possible experience out of e-commerce that is presently expanding rapidly. Here are some of the considerations a legitimate business may wish to look into when starting to sell or market online.
Selling goods online
FTC advertisement compliance requires that if you are selling a particular item online, you should be able to deliver it within 30 days from the day the order was delivered. If that is not so you should be able to provide information on the time when such items should be expected by the buyer. If there are any reasons that may cause delay, you should inform the customer and seek consent for later shipment. If that is not possible, you should cancel the order and fully refund the customer.
FTC advertisement compliance also look into ads that appear on web pages. This is because ads do a lot of good in pushing purchases of goods and services. FTC advertisement compliance requires that people all the information a person requires to make purchasing decision is availed for his or her use. To comply with this requirement, an advertisement should place both claim and disclosure where a consumer can easily see them. Therefore, the proximity of a disclosure from a claim or even the prints that are used to make a disclosure and a claim can offer a ground for legal action. If a disclosure is not close to a claim, the disclosure should have all the relevant guidance to ensure that a consumer is encouraged to read it. If it is otherwise, or the navigation to the disclosure is such that the consumer is discouraged to go through it, a person is right to take legal action.
Apart from ads, product reviews contribute to a lot to purchase decision making. The reviews could either be positive or negative. Some reviews may contain both negative and positive sentiments a person has about a product. All the same, they enlighten people who use the product or service for the first time to know what to expect.
Businesses like to have positive reviews about their products. That is not wrong, but honest negative reviews also prove to be important. FTC advertising compliance requires people marketing their products to appreciate the usefulness of the honest negative review as they appreciate positive reviews. This is according to Consumer Review Fairness Act (CRFA). Therefore your business should avoid communicating threat to people who post honest reviews about your products.
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