DMA Lobbies for Product Warning Flexibility
The Direct Marketing Association has gone on record to oppose proposed federal legislation, which if enacted would require catalog and Internet marketers to include safety hazard warnings adjacent to descriptions of products intended for children.
In a letter to the U.S. Senate Commerce Committee, the DMA suggests that more flexible federal product warning policies be developed instead, for consumer protection and children’s safety.
Its opposition concerns provisions within the Consumer Product Reform Act (Senate Bill 4050). The House of Representatives’ version of the bill is (H.R. 4040).
“The DMA fails to see how additional requirements mandating lengthy disclosures within product descriptions in catalogs and on the Internet would further enhance consumer safety and greater protection of children,” writes Jerry Cerasale, senior vice president of government affairs for the DMA.
The DMA cites text space and cost restraints and the possibility that some products would require multiple warnings as excessive, unworkable and confusing for consumers.
Current hazard warning disclosures must now be provided directly on products through labeling or with materials accompanying the product, according to the DMA. New proposed requirements would be less flexible and counterproductive, says the DMA’s letter.
The legislation as proposed would also be inconsistent with the Federal Trade Commission’s guidance for evaluation of online advertising standards, according to the DMA.
