Guidelines on the protection of the online consumer
Are you active in e-commerce and is increasing your conversion rate important to you? If so, you want to persuade customers into buying your product. That is allowed. However, not everything is allowed, because online persuasion cannot turn into deception. And in order to prevent deception, ACM drew up the Guidelines on the Protection of the Online Consumer.
These guidelines are meant as a tool for online businesses, marketers, and people that work in e-commerce. In these guidelines, you can find out where the boundary lies between persuasion and deception in online environments, on the basis of current rules and regulations. If you comply with the rules in these guidelines, you will prevent your customers from being misled or feeling pressured. In addition, you can find tips on how you can design your online environment in such a way that customers are able to make sound and fair choices. ACM monitors whether businesses comply with these rules. Be aware of what is allowed and what is not allowed.
You can download these guidelines as a PDF. Attention: the information on these page may change. For the most up-to-date version of the guidelines, check this site.
Principles : How do you prevent deception in an online environment?
The most important principle is the consumer’s interest. Consumers must have sound information in order to be able to decide whether they wish to buy a product or service. Persuasion is allowed, but may go too far if your persuasion techniques nudge the average consumer to make a choice they would not have made if they had been able to make a well-informed decision. This means there are limits to how much you can influence consumers in their decision-making processes. Below, we have listed the basic principles for preventing misleading practices or deception in online environments.
Clear information : What do you need to inform online consumers about according to the law, and how do you do so?
Consumers need clear, correct, and complete information. With such information, they are able to decide whether they wish to buy a product from you. Below is a list of the rules that apply to specific topics.
Fair design : What rules apply to the design of your online environment?
You cannot mislead consumers with your design into making a purchase, giving your their consent, or consenting to a renewal. It is important that consumers are able to trust online environments. Below is a list of the rules that apply to specific topics.