Dive Brief:

• The FTC is pursuing certain app marketers about claims that are considered far-fetched and not supported by evidence. 
• The specific apps in question—MelApp and Mole Detective—have produced marketing that claims the apps can help users detect melanoma in its early stages. 
• The agency is pursuing action because neither app can produce evidence that the apps could actually diagnose skin cancer, and the mobile app advertisers are being held to advertising laws. 

Dive Insight:

It can be hard to believe, but mobile apps are still technically in its marketing and advertising infancy. When certain mediums are still evolving it's not uncommon for some marketers to test the waters, just to see if they can get away with claims that aren't necessarily 100% supported. Whether or not the skin cancer apps were knowingly breaking the law or thought they had substantial enough evidence to be truthful isn't clear—but the FTC is correct in holding them accountable.