Dive summary: 

• The FTC released updated guidelines that clarified the standards the mobile and social ads must adhere by; the ads are expected to abide by the same standards at TV and newspaper ads. 
• The suggestions update the "Dot Com Disclosures" released in 2000 and are meant to provide a guideline for developing ads for mobile and social platforms. 
• According to the guidelines, advertisers need to offer full disclosure even on a smaller screen; presenting hyperlinks that say "disclaimer" or "more information" are not adequate. 

From the article: 

"'Advertisers are responsible for ensuring that their messages are truthful and not deceptive,' the agency said in updated guidelines issued today. It said it would take enforcement action against companies that violate consumer protection laws."