"Free", use of the word

The word “free” is recognized as a strong inducement in advertising copy.  An offer may be described as “free” provided that all conditions for obtaining the “free” product or service are clearly and conspicuously disclosed. Advertising must comply with the Federal Trade Commission Guidelines concerning “free” offers.

Specifically, if a product or service in a promotion or advertising creative is described as “free,” and the consumer must meet certain conditions or make payments or purchases in order to receive the free item (e.g., paying shipping & handling fees, completing consumer surveys or providing personal information), those conditions must be clearly and conspicuously disclosed in the advertisement and detailed on the initial landing page for the offer.

Advertisements with offers that contain negative option, monthly or recurring billing plans are not acceptable unless advertiser has been approved for AOL’s whitelist of negative option advertisers. Please contact Anna Pullen for information on the whitelist. Download the Negative Option Advertising Policy here.

All “free” offers must be reviewed and approved by the Ad Policy team.

Please also refer to the section PRICE CLAIMS for related information.