Online advertising has to follow the same rules and regulations as other forms of advertising; rules and guidelines intended to protect consumers and businesses alike. The Federal Trade Commission (FTC) is the United States Government agency responsible for enforcing these laws.
In its simplest form, the entire concept is this:
Advertising must tell the truth and not mislead consumers.
In addition, claims must be substantiated.
Readers should note that this does not reflect a change in the laws or regulation, but in the Guides to compliance as issued by the FTC. The last time the FTC revised the Guides was 1980. This latest revision goes into effect today, December 1, 2009.