Rules for Advertising and Marketing on the Internet

If you are doing business in the United States, you need to follow the rules enforced by the Federal Trade Commission. They have created a nice overview
In brief:
• Advertising must tell the truth
• Advertising must not mislead consumers
• Claims must be substantiated
• Disclaimers must be "clear and conspicuous"
• Demonstrations of a product must show how it will perfomr under normal use.
• If you promise refunds, you must make refunds to dissatisfied customers

There are additional issues if your advertising is directed to children, or if you are a "franchise or business opportunity" seller.

Get all the details from the FTC's Advertising and Marketing on the Internet: Rules of the Road

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