A trade association representing the global direct-to-consumer marketplace was concerned when the U.S. Federal Trade Commission (FTC) began actively investigating and levying significant fines against companies making questionable advertising claims. Under the direction of MCI USA government affairs staff, the association partnered with another industry organization to design and implement a self-regulation program that would enhance consumer confidence in electronic retailing by providing a quick and effective mechanism for resolving inquiries regarding the truthfulness and accuracy of direct-response advertising.
Results:
- Under the program, 15,800 direct-response advertising campaigns were tracked.
- A total of 403 investigations were opened, with 341 cases resulting in modified or discontinued advertising, and 38 referred to the FTC for enforcement.
