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Making Disclosures Clear and Conspicuous

Making Disclosures Clear and Conspicuous. Lee Peeler Federal Trade Commission Randy Satterfield Federal Trade Commission Peter Marinello National Advertising Division, BBB. Making Disclosures Clear and Conspicuous. LetsGo TV. Television Advertising. LetsGo TV

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Making Disclosures Clear and Conspicuous

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  1. Making Disclosures Clear and Conspicuous Lee Peeler Federal Trade Commission Randy Satterfield Federal Trade Commission Peter Marinello National Advertising Division, BBB

  2. Making Disclosures Clear and Conspicuous LetsGoTV FTC-NAD Workshop: Effective Disclosures in Advertising

  3. Television Advertising LetsGoTV Television Advertising Storyboard 30 Seconds FTC-NAD Workshop: Effective Disclosures in Advertising

  4. VO: Don’t you wish you could watch TV anywhere you want? FTC-NAD Workshop: Effective Disclosures in Advertising

  5. VO: At the beach. SFX: crashing FTC-NAD Workshop: Effective Disclosures in Advertising

  6. VO: At the game. SFX: cheering sounds FTC-NAD Workshop: Effective Disclosures in Advertising

  7. VO: On the road. SFX: crickets FTC-NAD Workshop: Effective Disclosures in Advertising

  8. VO: Now you can. With LetsGoTV. You’ll get your favorite local channels anywhere, anytime. And all the best cable has to offer. Super: LetsGoTV FTC-NAD Workshop: Effective Disclosures in Advertising

  9. VO: Like Box Seats Sports, BNN and ShoMax. Super: LetsGoTV Super: Direct satellite reception of stations such as Box Seat Sports Channel, Broadcast News Network, ShoMax, and other cable channels requires a subscription to LetsGoTV Premium Service available at a cost of $49.95 per month. Additional equipment required. Reception limitations may apply. “LetsGoTV” is a registered trademark of B3 Innovations, Inc. FTC-NAD Workshop: Effective Disclosures in Advertising

  10. VO: All for $199. Super: $199. Super: With mail-in rebate. Restrictions apply. FTC-NAD Workshop: Effective Disclosures in Advertising

  11. VO: Just call 1-800-LetsGoTV. Super: 1-800-LetsGoTV FTC-NAD Workshop: Effective Disclosures in Advertising

  12. VO: You’re on the go. Shouldn’t your TV go with you? LetsGoTV from B3 Innovations. Super: LetsGoTV. FTC-NAD Workshop: Effective Disclosures in Advertising

  13. Issues Raised by TV Ad “Don’t you wish you could watch TV anywhere you want?” “Reception limitations may apply.” • The Claim: • The Fine Print: FTC-NAD Workshop: Effective Disclosures in Advertising

  14. Issues Raised by TV Ad “…favorite local channels.… And all the best cable has to offer.” Satellite reception for cable service “…available at a cost of $49.95 per month.” • The Claim: • The Fine Print: FTC-NAD Workshop: Effective Disclosures in Advertising

  15. Issues Raised by TV Ad “Direct satellite reception of stations such as Box Seat Sports Channel, Broadcast News Network, ShoMax, and other cable channels requires a subscription to LetsGoTV Premium Service available at a cost of $49.95 per month. Additional equipment required. Reception limitations may apply. “LetsGoTV” is a registered trademark of B3 Innovations, Inc.” • The Fine Print: • Three lines of important disclosures • On screen for only two seconds FTC-NAD Workshop: Effective Disclosures in Advertising

  16. Issues Raised by TV Ad LetsGoTV shown with an antenna. “Additional equipment required.” • The Claim: • The Fine Print: FTC-NAD Workshop: Effective Disclosures in Advertising

  17. Issues Raised by TV Ad Cost: $199 “With mail-in rebate. Restrictions apply.” • The Claim: • The Fine Print: • The Issues: • Before rebate cost is $399 • Must subscribe to satellite service for a year • Rebate paid at end of one year • $50 cable cancellation fee FTC-NAD Workshop: Effective Disclosures in Advertising

  18. Print Advertising LetsGoTV Print Advertising LetsGoTV. Never miss your favorite programs. Cable Sports. 24-Hour News. First-Run Movies. LetsGoTV. Watch whatever you want. Wherever you want. LetsGoTV. goes everywhere you go. But it’s more than just convenient. is all about performance. With the largest screen of any handheld TV, gives you crystal clear satellite reception. And unlike the others, has your favorite cable channels, like Box Seat Sports, Broadcast News Network and ShoMax. $199 LetsGoTV LetsGoTV LetsGoTV • Weighs less than two pounds • Thin Film Transistor active-matrix technology • Anti-glare screen for the clearest color and contrast even in bright sunlight • Digitreck headphones included! You’re on the go. Shouldn’t you TV go with you? $199 after rebate* To order, call 1-800-LetsGoTV. www.LetsGoTV.com LetsGoTV is a registered trademark of B3 Innovations, Inc. * With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call 1-800-LetsGoTV for more information. Additional equipment required. FTC-NAD Workshop: Effective Disclosures in Advertising

  19. Issues with Print Ad LetsGoTV. Never miss your favorite programs. Cable Sports. 24-Hour News. First-Run Movies. LetsGoTV. Watch whatever you want. Wherever you want. LetsGoTV. goes everywhere you go. But it’s more than just convenient. is all about performance. With the largest screen of any handheld TV, gives you crystal clear satellite reception. And unlike the others, has your favorite cable channels, like Box Seat Sports, Broadcast News Network and ShoMax. $199 LetsGoTV LetsGoTV LetsGoTV • Weighs less than two pounds • Thin Film Transistor active-matrix technology • Anti-glare screen for the clearest color and contrast even in bright sunlight • Digitreck headphones included! You’re on the go. Shouldn’t you TV go with you? $199 after rebate* To order, call 1-800-LetsGoTV. www.LetsGoTV.com LetsGoTV is a registered trademark of B3 Innovations, Inc. * With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call 1-800-LetsGoTV for more information. Additional equipment required. • The Claims: • $199 advertised price • “Watch whatever you want. Wherever you want.” • Product shown with antenna… • “…favorite cable channels…” FTC-NAD Workshop: Effective Disclosures in Advertising

  20. Issues with Print Ad LetsGoTV. Never miss your favorite programs. Cable Sports. 24-Hour News. First-Run Movies. LetsGoTV. Watch whatever you want. Wherever you want. LetsGoTV. goes everywhere you go. But it’s more than just convenient. is all about performance. With the largest screen of any handheld TV, gives you crystal clear satellite reception. And unlike the others, has your favorite cable channels, like Box Seat Sports, Broadcast News Network and ShoMax. $199 LetsGoTV LetsGoTV LetsGoTV • Weighs less than two pounds • Thin Film Transistor active-matrix technology • Anti-glare screen for the clearest color and contrast even in bright sunlight • Digitreck headphones included! You’re on the go. Shouldn’t you TV go with you? $199 after rebate* To order, call 1-800-LetsGoTV. www.LetsGoTV.com LetsGoTV is a registered trademark of B3 Innovations, Inc. * With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call 1-800-LetsGoTV for more information. Additional equipment required. • The Fine Print: • Price in small point size has an asterisk • Important disclosures in 6 point orange type on red background • Satellite service costs $49.95 a month • One year satellite service subscription required • $50 early cancellation fee • Additional equipment required FTC-NAD Workshop: Effective Disclosures in Advertising

  21. Making Disclosures Clear and Conspicuous Lee Peeler Federal Trade Commission Randy Satterfield Federal Trade Commission Peter Marinello National Advertising Division, BBB

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