Tuesday, October 1, 2013

Disclaimer Exemption Sought for Mobile Political Ads

A digital political advertising firm is asking the Federal Election Commission (FEC) to exempt banner ads for mobile devices from the disclaimer language required for most political advertising, according to a report in The Huffington Post. Revolution Messaging, a digital advertising firm founded by Scott Goodstein, who was external online director for President Barack Obama's first presidential campaign, is making the exemption request, arguing that mobile devices are too small to ensure that the disclaimer naming the group responsible for the advertisement would not "dwarf the ad entirely," the story says. All public communications by political committees are required by federal campaign finance law to state, in a "clear and conspicuous" manner, the name of the responsible political committee and whether it was authorized by a candidate. In previous opinions, the FEC has ruled that text message ads under 160 characters qualify for the disclaimer exemption, as do Google and Facebook ads, so long as the disclaimer appears on the landing page reached by clicking on the ad. Revolution Messaging is hoping the FEC will extend those precedents to mobile advertising. See the full story at http://www.huffingtonpost.com/2013/09/11/mobile-advertising-fec_n_3908020.html

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