Overview Although the number of companies advertising onlineand the number of consumers shopping onlineare soaring, fraud and deception may dampen consumer confidence in the e-marketplace. But cyberspace is not without boundaries, and fraud and deception are unlawful no matter what the medium. The FTC has enforced and will continue enforcing its consumer protection laws online to ensure that products and services are described truthfully in online ads and that consumers get what they pay for. These activities benefit consumers as well as sellers, who expect and deserve a fair marketplace. Many of the general principles of advertising law apply to Internet ads, but new issues arise almost as fast as technology develops. This booklet describes the information businesses should consider as they develop online ads to ensure that they comply with the law. Briefly, The same consumer protection laws that apply to commercial activities in other media apply online. The FTC Acts prohibition on "unfair or deceptive acts or practices" encompasses Internet advertising, marketing......

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