The Internet is connecting advertisers and marketers to customers from Boston to Bali with text, interactive graphics, video and audio.

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These consumer concerns present an opportunity for you to build on consumer trust by implementing effective voluntary industry-wide practices to protect consumers' information privacy.

The FTC has held a number of workshops for industry, consumer groups and privacy advocates to explore industry guidelines to protect consumers' privacy online.

The type of evidence may depend on the product, the claims, and what experts believe necessary.

If your ad specifies a certain level of support for a claim - "tests show X" - you must have at least that level of support.

The Federal Trade Commission Act allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices.

In interpreting Section 5 of the Act, the Commission has determined that a representation, omission or practice is The FTC Act prohibits unfair or deceptive advertising in any medium.

It also discusses how certain FTC rules and guides that use terms like "writing" or "printed" apply to Internet activities and how technologies such as email may be used to comply with certain rules and guides.

The Internet provides unprecedented opportunities for the collection and sharing of information from and about consumers.

But studies show that consumers have very strong concerns about the security and confidentiality of their personal information in the online marketplace.