NEW YORK - The U.S. Federal Trade Commission clarified rules earlier this week for ads delivered through social media or mobile devices, emphasizing that they must abide by the same requirements that apply to newspaper and television messages, Advertising Age reports.

As such, they need to provide clear disclosures, with the full cost of a product or service presented before a purchase is made (presenting hyperlinks that state "disclaimer" or "more information" are inadequate).

"Advertisers are responsible for ensuring that their messages are truthful and not deceptive," the agency said in updated guidelines issued earlier this week, adding that it would take action against companies that violate consumer protection laws.

FTC Commissioner Mauren Ohlhausen, who explained that technology prompted the agency to take action, made the announcement: "Our new guidelines focus on two trends ?" one, the movement toward advertising seen on small screens and how you make disclosures useful, clear and conspicuous to consumers??and two, the use of social media for marketing."