Advertising Disclosures in Online and Mobile Media

Federal Trade Commission
May 30, 2012
http://www.ftc.gov/opa/2012/02/dotcom.shtm

The Federal Trade Commission will host a day-long public workshop to consider the need for new guidance for online advertisers about making disclosures required under FTC law. The guidance will address technological advancements and marketing developments that have emerged since the FTC first issued its online advertising disclosure guidelines known as “Dot Com Disclosures” 12 years ago.

The workshop, to be held on May 30, will cover revising the Dot Com Disclosures so they illustrate how to provide clear and conspicuous disclosures in the current online and mobile advertising environment. Any revisions will be consistent with the goals of the original guidelines and will continue to emphasize that consumer protection laws apply equally to online and mobile marketers, and to other media. The FTC began seeking input for revising the Dot Com Disclosures guidelines last year.

Agenda

8:30 am Registration

9:00 am Welcome & Opening Remarks

Commissioner Maureen K. Ohlhausen, Federal Trade Commission
9:15 am Presentation on Usability Research
Jennifer King, Ph.D. Candidate, University of California, Berkeley School of Information

9:30 am Panel 1: Universal and Cross-Platform Advertising Disclosures
Moderator
Michael Ostheimer, Staff Attorney, FTC Division of Advertising Practices

Panelists

• Steve DelBianco, Executive Director, NetChoice
• Linda Goldstein, Chair, Legal & Government Affairs Committee, Promotion Marketing Association
• Sally Greenberg, Executive Director, National Consumers League
• Jennifer King, Ph.D. Candidate, University of California, Berkeley School of Information
• Paul L. Singer, Assistant Attorney General, Consumer Protection Division, Office of the Texas Attorney General
• Svetlana N. Walker, Corporate Counsel, Advertising Division, The Clorox Company

11:00 am Break

11:15 am Panel 2: Social Media Advertising Disclosures
Moderator
Richard Cleland, Assistant Director, FTC Division of Advertising Practices

Panelists

• Susan Cooper, Lead Advertising and Product Counsel, Facebook, Inc.
• Jim Dudukovich, Member, Legal Affairs Committee, Word of Mouth Marketing Association
• Malcolm Faulds, Senior Vice President of Marketing, BzzAgent, Inc.
• Stacey Ferguson, Blogger and Chief Curator, Blogalicious Community and Conferences
• Susan Shook, Associate General Counsel-Associate Director, The Procter & Gamble Company
• Robert Weissman, President, Public Citizen

12:30 pm Lunch Break

1:30 pm Panel 3: Mobile Advertising Disclosures
Moderator
Patricia Poss, Chief, Mobile Technology Unit, FTC Division of Financial Practices

Panelists

• Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, Interactive Advertising Bureau
• Michelle De Mooy, Senior Associate for National Priorities, Consumer Action
• Jim Halpert, General Counsel, Internet Commerce Coalition
• Mark J. Odegard, Senior Corporate Counsel, Legal Department, Best Buy Co., Inc.
• David Schellhase, General Counsel, Groupon, Inc.
• Paul L. Singer, Assistant Attorney General, Consumer Protection Division, Office of the Texas Attorney General
• Sheryl Ann Yamuder, Director, Marketing and Advertising Counsel, Dunkin' Brands, Inc.

2:45 pm Break

3:00 pm Panel 4: Mobile Privacy Disclosures
App Download Overview
Manas Mohapatra, Staff Attorney, Mobile Technology Unit, FTC Division of Financial Practices
Andrew Schlossberg, Honors Paralegal, Mobile Technology Unit, FTC Division of Financial Practices

Moderator

• Ryan Mehm, Staff Attorney, FTC Division of Privacy and Identity Protection

Panelists

• Jim Brock, Founder, PrivacyChoice
• Lorrie Faith Cranor, Associate Professor of Computer Science and of Engineering and Public Policy, Carnegie Mellon University
• Pam Dixon, Executive Director, World Privacy Forum
• Sara Kloek, Director of Outreach, Association for Competitive Technology
• Kevin Trilli, Vice President, Product, TRUSTe
• Ilana Westerman, Principal, Create with Context, Inc.

4:30 pm Closing Remarks
Mary K. Engle, Associate Director, FTC Division of Advertising Practices