After frankly discussing some misleading quotes from Consumer Advocacy I wanted to close out my notes on the recent Washington, D.C. FTC workshop I attended by looking towards the future. This is something I’m extremely passionate about, and one of the reasons I am honored to be a Board member of the exciting new LeadsCouncil (www.leadscouncil.com), whose goals are creating new strategies for upholding ethical values and compliance.
At the conference, protecting the consumer Personally Identifiable Information (PII) and distribution of that data was the subtext behind all of the panel discussions. Further, providing transparency on how many times the data will be distributed to the consumer through disclosures is key.
Proposed ways to further protect the consumer:
- Require all providers to meet Initial standards to deliver interested consumers to the client
- Set up disclaimers and privacy policies for the consumer to read and understand.
- Verification pop-ups
- Set up filters to eliminate non-qualified consumer or redirect them if not.
- Set up opportunities to not collect non-qualified leads.
- Set up better lead qualifiers as well as confirmations on submittals
- Verify data through a data clearing house to make sure information is accurate
- Auditing call centers
- Data gathering technology to go and find violators to protect the consumer
My overall impression of what’s to come from the FTC is that if you are…
It’s good to be home from an important recent FTC workshop on online lead generation, which I attended with my Chief Compliance Officer and panelists Greg Gragg and Michael Ferree, two fellow board members of our exciting new LeadsCouncil – that you are invited to join. As a compliance-focused member of the Digital Performance Marketing industry for the past two decades, I very much looked forward to this event. After first breaking down all of the lead generation players and detailing exactly what is important to whom, I turned my eye to some often-misleading quotes from the Consumer Advocacy side of things.
Who doesn’t find some frank feedback useful?
Some classic quotes (and my opinions on what they said) from the Consumer Advocates, many of whom paint the industry with the broad brush of misunderstanding or zealotry:
“If a prospective student submits a lead, they’ll get calls from 100s of schools”. – Not true…well most of the time.
David Halperin – Consumer Advocate Attorney
“In the for-profit school business, they use strippers as recruiters” & “If I were you, I would never enter my phone number anywhere on the Internet.” – I am sure a stripper got a job as an admission rep somewhere, but it is not the norm. Mr. Halperin appeared more interested in making a name for himself with his outrageous statements than finding workable solutions. (more…)