More on defining 'free'

The Internet Advertising Bureau has prepared publisher guidelines for lead generation. They were developed after lawmakers and law enforcement officials scrutinized how contact information is gathered online.

Topics of sensitivity in lead gen include ads that solicit free iPods and murky credit card offers.

Among other things, the IAB shall clarify the meaning of the word "free." It also elaborates on what the FTC encouraged advertisers to do for transparency in terms and conditions.

The guidelines will be more roadmap than rule; the IAB will not enforce them or demand compliance. Publishers are asked to adopt the standards for the industry's well-being and to avoid more federal interference.

View the online lead generation document at the IAB website.