TAILIEUCHUNG - MARKETING YOUR MOBILE APP GET IT RIGHT FROM THE START

The app business is burgeoning and you’ve decided to get in on the boom. Maybe you work for an exciting start-up or are striking out on your own. Regardless of the size of your business, the Federal Trade Commission (FTC) – the nation’s consumer protection agency – has guidelines to help you comply with truth-in-advertising standards and basic privacy principles. “But we’re a small company and haven’t made any money from our app yet.” All the more reason to build compliance in from the start. Laws that apply to established businesses apply to you, too, and violations can be costly. In. | MARKETING YOUR MOBILE APP GET IT RIGHT FROM THE START federal trade commission CONGRATULATIONS The app business is burgeoning and you ve decided to get in on the boom. Maybe you work for an exciting start-up or are striking out on your own. Regardless of the size of your business the Federal Trade Commission FTC - the nation s consumer protection agency - has guidelines to help you comply with truth-in-advertising standards and basic privacy principles. But we re a small company and haven t made any money from our app yet. All the more reason to build compliance in from the start. Laws that apply to established businesses apply to you too and violations can be costly. In addition satisfied users may be your best form of marketing. Breaking into the business with an app that delivers on its promises is key to your long-term success. Of course there s no one-size-fits-all approach. Every app is different. Still there are some general guidelines that all app developers should consider. truthful advertising TELL THE TRUTH ABOUT WHAT YOUR APP CAN DO. Once you start distributing your app you become an advertiser. Under the law an ad isn t just a multimillion dollar TV campaign. It s pretty much anything a company tells a prospective buyer or user - expressly or by implication - about what a product can do. Whether it s what you say on a website in an app store or within the app itself you have to tell the truth. False or misleading claims as well as the omission of certain important information can tick off users and land you in legal hot water. One rule of thumb Look at your product and your advertising from the perspective of average users not just software engineers or app experts. If you make objective claims about your app you need solid proof to back them up before you start selling. The law calls that competent

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