ABSTRACT
Producing online content that can appeal directly to consumers and cut through digital clutter is a difficult task. There is the issue of having to compete with too much information as well as the issue of choosing the right platform to disseminate content. Social media, portable devices, and sophisticated website creation have been a blessing and curse to online content production. The benefit of these changes is that web content is now more sophisticated than ever. The downside is that this sophisticated content may get organizations in legal trouble with the Federal Trade Commission (FTC). This chapter examines the legal downside of online promotional content and how the FTC is attempting to regulate public relations, marketing, and advertising online.
