Update: FTC Releases Staff Recommendations on ‘Stealth Advertising’
September 18, 2023 | At the agency’s virtual public meeting on Thursday, September 14, the Federal Trade Commission (FTC) unanimously voted to release staff recommendations on the issue of “stealth advertising in digital media” and how it affects kids and teens. It is important to note that these are recommendations and no new policies have been enacted.
“Stealth” or “blurred” advertising refers to the subtle integration of advertising into content, which can make it difficult for young audiences to discern between genuine information and persuasive marketing.
The full report is available here. A summary of the recommendations is as follows:
- Do not blur advertising and instead use visual and verbal cues that kids are about to see an ad
- Provide prominent just-in-time disclosures
- Create an icon to flag advertising
- Educate kids, parents, and teachers
- Platforms should consider policies, tools, and controls to address blurred advertising
The Toy Association™ previously submitted comments to the FTC on this topic and will meet with the Children’s Online Safety Committee to get member feedback on the new recommendations.
Staff will continue to monitor movement on this issue and update members with any developments.
Members may reach out to The Toy Association’s Jennifer Gibbons, senior vice president of government affairs, with any questions.