Navigating the Wild World of Ad Challenges in 2025 –

Q3 and Q4 Time to give the ol’ crystal ball a polish. As we head into the back half of the year, here are six hot-button topics shaking up the ad world—and what you need to know to stay ahead:

1. “Hello, can you hear me?”

Apple’s iOS 26 Just Dropped a Bombshell for Telemarketers Like most people, I get hit with a flood of telemarketing calls—usually low-quality, with crackly audio, and poorly trained agents. But Apple just changed the game with iOS 26. Call Screening is here, and it’s a big deal. Unknown callers are now auto-answered, asked to state their business, and transcribed in real time—giving you the power to decide whether to answer or send it straight to voicemail. With over 58% of American mobile users on iPhones, this is a seismic shift. Cold calling just met its newest gatekeeper—Whether users activate it or not, one thing is clear: the consumer just got a lot more control.

2. AI Regulation Generative AI is having a moment

With all the exciting tools popping up, there’s also a growing chorus of concerns: transparency in advertising, misleading claims, intellectual property issues, data privacy, and ethics. In 2025, these aren’t just hypotheticals. Class-action lawsuits are piling up, accusing AI developers of copyright and privacy violations. The FTC isn’t sitting this one out. They’re doubling down on consumer protection and transparency—imposing monetary penalties, channel restrictions, corrective advertising mandates, and regular compliance audits.

3. Recurring Subscriptions

Click to Cancel Is Here Hold onto your wallets! The FTC’s “Click to Cancel” rule—officially known as the Negative Option Rule—takes full effect on July 14, 2025. It requires that canceling a subscription be just as easy as signing up. Companies must now clearly outline subscription terms and secure explicit consent for auto-renewals. Businesses must provide a heads-up before trials end and make cancellations quick and painless.

4. False Advertising Claims

No Room for “Kinda True” Consumers aren’t falling for it anymore—and neither are regulators. In 2025, there’s been a spike in class-action lawsuits against brands making questionable claims. The FTC is cracking down with fines, legal action, and orders to clean things up. Case in point: Wheat Thins who faces a class-action lawsuit for allegedly claiming the crackers are “100% whole grain” when they might not be. *1 Not a great look.

5. Influencers, Endorsements, and Reviews

Oh My! The FTC’s new rule on Consumer Reviews and Testimonials has landed—and it’s shaking up the social media landscape. Posting fake reviews, phony consumer reviews, using AI-generated fluff or misleading testimonials? Big no-no. If a business knows (or should’ve known) a review is fake—whether from a random user, a paid influencer, or someone internal—it’s now an FTC violation. And this rule has teeth: up to $51,744 per violation. Unlike the older, suggestive Endorsement Guides, this one is directly enforceable. They mean business.

6. Tariffs, Tight Wallets & the Return to Performance

When the economy tightens, savvy advertisers tighten their strategies too. During past downturns—like the 2008 recession or the 2020 pandemic—brands leaned hard into DRTV and performance media. Now, with fresh tariff headlines and a jittery stock market, history is repeating itself. Many advertisers are shifting dollars back to performance-driven channels that offer measurable ROI and less financial guesswork.

As we navigate the twists and turns of 2025, one thing’s for sure: change isn’t coming—it’s already here. But with every challenge comes opportunity—for brands willing to adapt, stay transparent, and double down on performance-driven strategies. So dust off your playbook, sharpen your compliance game, and lean in. Those who move smart and stay nimble will be the ones leading the charge.

Need help navigating your evolving advertising strategy? Contact us today.

*Top Class Actions: 2025

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Nicky de la Salle is the Vice President of Growth at DirectAvenue. With more than 20 years of experience, including a decade at a “Big 6” global agency, in performance marketing and growth strategy, she is a proven senior leader with specializations in omni-channel marketing, eCommerce and digital marketing channels. Nicky has driven the performance marketing vision for Fortune 500, Entrepreneurs and Tech-Disrupters alike both in the US and internationally. 

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