With the dramatic changes in the technological landscape since 2000, the FTC feels it is time to update the advertising guidelines that lose their relevance with the dawn of each new technology. For instance, marketers were required to disclose material information in a legible font. These rules applied to Web site ads and pop-up banners. At the time was no Facebook, Twitter, or Foursquare. Changes and restrictions like Twitter's 140-character limit make it tricky if not impossible to adhere to the disclosure rule.

While one side of the argument states that the old rules just no longer apply, others view that the heart of the guidelines remain; it should be made relatively obvious to consumers that what they are viewing exists because the entity displaying it received money to do so.