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DRMA Voice January 2014

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14 Jan, 2014


DRMA Member Benefits

Blue Arrow Increase exposure through the DRMA False Cover and DRMA Spotlight.

Blue Arrow Enjoy complimentary access to exclusive DRMA networking events throughout the year. Below is the upcoming schedule:

Blue Arrow DRMA Chicago Reception: Monday, March 17, 2014, Location TBD, Chicago.

Blue Arrow DRMA Summer Bash: July 2014, Location TBD, Southern California

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Legal and Regulatory Voices of DRMA
FTC Cracks Down on Weight-Loss Provisions, Again 
January is traditionally a big month for weight-loss advertising as consumers set out to make good on their New Year's resolutions. This year, however, the Federal Trade Commission (FTC) issued its own resolutions against deceptive weight-loss advertising with the announcement of an industry wide sweep against four marketers of weight loss products, in what the FTC has termed "Operation Failed Resolution."
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Cy Pres Component of Proposed Class Settlement Derails Approval  
Your company gets sued for unfair competition, violations of consumer protection statutes, breach of warranty and personal injuries allegedly attributable to your consumer product. Rather than continue to contest those claims, you negotiate a sizeable settlement to extricate yourself from the class action. Everyone must be happy, right? Not if the terms of the settlement include a cy pres component that results in a substantial cy pres distribution – and that distribution is not broadly directed to benefit the class as a whole.
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Chipotle Case Gives Hope Against Class Actions 
As faithful readers of this column know, the scourge of marketers these days is the California-based class action lawsuit. It seems that there is little you can say in an advertisement these days that can't get you a demand letter or – worse – a lawsuit, from a California class action law firm. So anytime one of us scores a victory, it is worth celebrating. It also is worth evaluating to determine why.
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FTC Gives Itself High Marks for 2013; Begins 2014 With a Bang 
The Federal Trade Commission (FTC) has looked back on its accomplishments in 2013 and pronounced itself pleased. And it has ushered in 2014 – its centennial year – with a bang, announcing a new round of weight-loss claim initiatives that signals its intention to maintain an extremely aggressive approach to enforcement in the Obama Era.
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DRMA Spotlight: Applied Perceptions — 'Built From the Ground Up'

Applied Perceptions bills itself on its website as “the call center you would create if you had the time, money and expertise to handle your many customers in the best possible way.” The Direct Response Marketing Alliance (DRMA) member company is 100-percent U.S.-based, offers bilingual call center services for inbound customer service and sales, and utilizes state-of-the-art Cisco technology throughout its varied services.

Recently, Response caught up with Bruce Stone, president of Simi Valley, Calif.-based Applied Perceptions for this DRMA Spotlight feature.

Read the complete DRMA Spotlight Update here, and view the video interview from the December issue by Response Editor-in-Chief Thomas Haire here. Response Magazine highlights different DRMA members each month in our DRMA Spotlight. Interested in learning more? Contact John Yarrington at or (714) 338-6724.

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