Federal Trade Commission (FTC)

The Federal Trade Commission (FTC) plays a pivotal role in promoting competition and safeguarding consumers in the United States marketplace. Within the realm of e-commerce and digital marketing, the FTC assumes responsibility for establishing regulations and offering guidance on online advertising practices, which it terms the “rules of the road.” Additionally, it enforces legislation such as the CAN-SPAM Act to prevent deceptive or intrusive email marketing tactics.


An example of the Federal Trade Commission’s (FTC) involvement could be its investigation into a company’s deceptive advertising practices. Suppose a dietary supplement manufacturer falsely claims that its product can lead to rapid weight loss without scientific evidence to support such assertions.

Upon receiving consumer complaints and conducting its investigation, the FTC may take legal action against the company for violating regulations governing false or misleading advertising. This could result in penalties, fines, or injunctions against the company, ultimately protecting consumers from deceptive marketing tactics.