Reevaluating Disclaimers and the Ftc’S Clear and Conspicuous Standards

Kendra Fowler, Kent State University, USA
Veronica Thomas, Kent State University, USA
Richard Kolbe, Kent State University, USA
This paper examines guidelines set forth by the Federal Trade Commission regarding the use of disclosures in television advertising. A study was designed to observe how specific execution styles associated with disclosures impact the recall of the disclosed information and the perceived understandability of the advertisement. Our results suggest that the minimization of distracting elements and the elimination of technical language are crucial to promoting recall of the disclosure and enhancing perceived understandability of the advertisement. We propose that the FTC update their guidelines to ensure that disclosures are adequately noticed and enhance the understandability of the advertisement.
[ to cite ]:
Kendra Fowler, Veronica Thomas, and Richard Kolbe (2010) ,"Reevaluating Disclaimers and the Ftc’S Clear and Conspicuous Standards", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 799-800 .