The Direct Marketing Association has released guidance regarding the Federal Trade Commission settlement actions in August regarding marketing lists.
Earlier this month, The DMA met with FTC staff to clarify the scope of responsibility for list managers in the wake of the settlement actions, and to understand the way the agency would implement its rules in cases similar to those settlements.
The association expressed concerns that the settlements reached could have been interpreted to require list management companies to become absolute guarantors for advertisers using marketing lists.
The DMA feels that the FTC does not expect those in the list industry to guarantee every ad, according to an association statement. The FTC does, however, maintain that those who provide lists for telemarketing share at least some responsibility for knowing what promotion the files are being rented for, and whether the script or promotion violates FTC regulations.
The guidance is available for download at http://www.the-dma.org/cgi/disppressrelease?article=603.
Network
