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DRMA Voice July 2013

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9 Jul, 2013


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 Summer Bash: July 25, 2013, Oak Creek Golf Club, Irvine, Calif. Click here to RSVP!

Blue Arrow DRMA Marketer of the Year Event: September 25, Location TBD, Las Vegas.

Blue Arrow DRMA Winter Bash: December 10, New York Beer Company, Manhattan.

To view a complete list of member benefits, visit today!

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Summer Bash 2013
Legal and Regulatory Voices of DRMA
FTC’s ‘Duty of Inquiry’ for Non-Marketers Gets a Judicial Boost 
June was a banner month for the Federal Trade Commission’s (FTC) aggressive campaign to hold non-marketers liable for the misdeeds of their marketing clients. No sooner had the ink dried on last month’s post in this space describing the FTC’s efforts to expand the liability orbit than the agency announced its latest action against a merchant processor, followed by another processor suit and a federal appeals court’s affirmance of an FTC judgment against a product developer who had no involvement in the marketing of her products. As icing on the cake, the FTC also returned nearly $600,000 to consumers under a settlement with Landmark Clearing Inc., another processor accused of aiding deception.
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CFPB Brings First Enforcement Action for ‘Abusive’ Acts or Practices 
Though the Federal Trade Commission (FTC) has historically been the primary agency targeting deceptive marketing practices in the debt relief space and has brought numerous enforcement actions against companies and their principals who have allegedly engaged in false and deceptive marketing of debt relief and debt consolidation programs, the Consumer Financial Protection Bureau (CFPB) is flexing its muscles with continued aggressive enforcement actions.
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Pair of June Announcements Sets Stage at FTC 
Since the departure of Federal Trade Commission (FTC) Chairman Jon Leibowitz and FTC Bureau of Consumer Protection (BCP) Director David Vladeck earlier this year, advertising attorneys have guessed about who would replace the two and what those changes would mean for advertisers and marketers. Most agreed the departure of Leibowitz and Vladeck would not mark a significant change in the FTC’s recent aggressive stance toward marketers.
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Falsely Advertising That a Product Is ‘On Sale’ Is Actionable Under California Law 
How many times have you gone into a store and seen a product advertised as “on sale” and later discovered that the product’s “sale” price was actually its normal price? When that happens, you may feel upset and deceived, but you also recognize that you purchased the product for the amount that you agreed to pay. What can you do?
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InterMedia AdvertisingDRMA Spotlights Inter/Media Group of Companies: A Vast Array of Capabilities

“Inter/Media’s been doing very well, but there have been some challenges. All agency executives will tell you there have been inventory level problems, audiences have declined and response has declined as well,” says Robert Yallen, the company’s president and CEO. “We thought that with the Olympics and the elections behind us that there would be a lot more inventory. But we’ve been able to figure out a lot of solutions.”

Yallen is in his 28th year with the Direct Response Marketing Alliance (DRMA) member company that his father Sydney founded in 1974 (see sidebar). Inter/Media also has office locations in New York and Dallas, and the pride the younger Yallen takes in the work that has made the agency a half-billion-dollar business is apparent right down to the design and decoration of the corporate offices.

It’s also clear that Yallen and his team have designed an array of businesses (12 in all) and operations that can help clients find DR success in a bevy of ways.

Read the complete DRMA Spotlight of Yallen and Inter/Media here, and view the video interview co-created by Response and Inter/Media 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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