FTC Launches “Operation Full Disclosure” in Advertising Review

On September 23, 2014, the US Federal Trade Commission (FTC) announced its launch of “Operation Full Disclosure” – an effort to improve the effectiveness of disclosures in advertising. According to the FTC’s press release, the FTC staff sent warning letters to more than 60 advertisers, including 20 of the 100 largest US advertisers. The letters warned that the recipient’s advertising failed to make adequate disclosures in its television and/or print advertising. The letters recommended that advertisers review their advertising to make sure that necessary disclosures meet the legal “clear and conspicuous” standard. The recipients were requested to inform the FTC staff of the corrective actions that the company would take. The FTC staff letters signal a renewed interest in “checking the fine print” and enforcing traditional truth-in-advertising principles.