Free Advertising Services

Free online advertising – This is the best choice for small companies or small websites. This is a real opportunity for your business to improve. Free listings are absolutely free of charge; you don’t have to pay a penny in order to register, submit your web site and promote it in various internet directories. Some directory submissions require that your company provide a reciprocal link.

Advertisements which are fraudulent, misleading, untrue, deceptive, falsely disparaging of competitors, or insincere offers to sell, must not be used. All advertising claims and/or implications of internet advertising claims should be based in truth. Any advertising as a whole must not create a misleading impression, even if every statement is literally true.

1. Comparisons and Savings Claims
All price comparisons and savings claims should be based in truth and offer genuine savings to the consumer.
A. Comparisons using an advertiser’s own selling price – When an advertiser’s own immediate selling price is used as the basis of a savings claim, the advertiser should be certain that the price is the actual price at which he or she has been currently offering the item for sale on a regular basis. The former selling price shall not be inflated to imply a greater savings to the public than is actually true.
B. Comparisons using a competitor’s price for the same item – When using a competitor’s current selling price as a basis for a comparison or savings claim, the advertiser should be certain that the price on which he or she bases his or her savings is the current price being offered elsewhere. The advertiser should also check the competitor’s price on a weekly basis to verify that the price is still valid. Also, the advertiser shall verify that the merchandise being compared is identical; otherwise he or she should note the difference. If the comparison price is being used in point-of-purchase signs or shelf tags, the advertiser should state the name and location of the store used in the comparison and the date of the comparison.
C. Comparisons using a competitor’s price for similar item – Comparisons of merchandise that is not identical shall not be used unless the items are similar in all respects, are of like grade and quality, and are the same quantity.
D. Comparisons using a list, retail or suggested price – If an advertiser uses a list price, retail price, or manufacturers suggested price as a basis of a savings claim, the fact that the comparison price is a list price and not an actual selling price must be stated. Terms such as “was”, “regularly”, or “sold elsewhere” should be used.

2. Use of “Free” in Advertising (Web advertising)
The word “free” may be used when the advertiser is offering an unconditional gift. If the gift is conditional on a purchase, the advertiser must disclose the condition clearly and conspicuously with the “free” offer and the normal price of the merchandise or service to be purchased must not be increased.

3. Wholesale, Wholesaler, Wholesale Prices
A wholesaler is defined as a person who sells for the purpose of resale and not directly the general public. Also, this statute states that a person may not misrepresent the nature of his business by using the word wholesale or other word(s) of similar meaning.

4. Factory-To-You Prices
Unless all merchandise is actually manufactured by the advertiser in plants owned and operated (or directly and absolutely controlled) by the advertiser, statements such as “factory to you”, “direct to you” and “direct from maker/manufacturer” shall not be used.

5. Lowest Price Claims
Claim that an advertiser’s prices are the lowest requires systematic, timely, and on-going monitoring of all competitors and all products covered by the claim. Due to rapid price fluctuation and the difficulty in knowing all competitors pricing at all times, lowest price claims shall not be used. Instead, terms such as “low” or “lower” should be used.

6. Distress Claims
Advertisers shall not use fictitious distress claims such as “creditors demand action” or “must liquidate everything or else”. Also, online advertising claims should not imply that a company is going out of business (see above), moving, or has lost its lease unless the claim is true and can be substantiated.

7. Disparagement
All advertising should be positive and based upon the performance and capabilities of the advertiser’s own products or services. An advertiser should not deceptively or falsely disparage a competitor’s products or services.

8. Illustrations & Layout
Illustrations should represent the product exactly. If a price is used, the picture shall be of the exact model for sale at the advertised price. If the illustration is inexact, clearly mention that the product being described is “similar to the illustration”. All disclosures shall be clear and conspicuous and important facts shall not be hidden in the layout.

The Internet is connecting advertisers and marketers to customers from all around the world with text, interactive graphics, video and audio. If you’re thinking about advertising on the Internet, remember that many of the same rules that apply to other forms of advertising apply to electronic marketing. These rules and guidelines protect businesses and consumers – and help maintain the credibility of the Internet as an advertising medium.

Advertising must tell the truth and not mislead consumers. In addition, claims must be substantiated.

The Federal Trade Commission (FTC) has prepared this guide to give you an overview of some of the laws it enforces.
For more information please visit http://www.ftc.gov/index.shtml