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Can I use third-party advertising tools on my website in Washington? What are the requirements?

Third-Party Advertising Tools on a Website in Washington

If you plan to use third-party advertising tools on your website in Washington, you must ensure that the advertising clearly states that it has been paid for by the sponsor and includes the required sponsor identification as outlined in the existing response.

However, there are exemptions from sponsor identification and alternatives for online advertising. According to WAAC 390-18-030 [1.2], online political advertising must provide the same disclosures that apply to non-online advertising to the extent practical. As an alternative, small online advertising may provide the required disclosures by using an automatic display with the advertising that takes the reader directly to the required disclosures. These automatic displays must be clear and conspicuous, unavoidable, immediately visible, remain visible for at least four seconds, and display a color contrast as to be legible. Online advertising that includes only audio must include the disclosures in a manner that is clearly spoken. Examples include nonblockable pop-ups, roll-overs, a separate text box or link that automatically appears with or in the advertising that automatically takes the reader directly to the required disclosures upon being clicked once, or other similar mechanisms that disclose the information required in RCW 42.17A.320 in a manner that is compatible with the device and technology used to display the advertising.

If you are unsure whether your advertising falls under the exemptions or alternatives, you may file a complaint with the board as outlined in WAAC 314-52-080 [2.2].

In summary, if you plan to use third-party advertising tools on your website in Washington, you must ensure that the advertising clearly states that it has been paid for by the sponsor and includes the required sponsor identification. Additionally, online political advertising must provide the same disclosures that apply to non-online advertising to the extent practical, or use an automatic display with the advertising that takes the reader directly to the required disclosures.

Source(s):
Jurisdiction

Washington