The Electronic Retailing Association and National Advertising Review Council (NARC) have launched a Web site for consumers to file complaints about infomercials and other direct response advertising, which will be investigated by an independent attorney for the NARC.
Complaints about false or misleading advertising can be filed at savvyshopper.org, which entails filling out a questionnaire. This new industry self-regulatory program has the blessings of the Federal Trade Commission.
“We established this program to offer protection to consumers and help the industry remove fraudulent advertisers from the airwaves,” said Barbara Tulipane, president and CEO of the ERA in a prepared statement.
When a complaint is received the marketer will be notified and given 15 days to provide relevant information. Information supplied by the marketer will be reviewed within 60 days. If the marketing or advertising claims are found to be false, the marketer will be notified to make revisions or the matter will be referred to the FTC.
The NARC the investigative arm of the Better Business Bureau will run the program to maintain its independence from industry. If an advertising campaign continues despite a determination that it is false or misleading then media outlets will be notified of the of the findings, as the matter is considered by the FTC.
Network
