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DRMA Voice March 2015

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3 Mar, 2016

DRMA

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, including your last chance to join us at the DRMA Chicago Reception, slated for next Monday, March 9 at I/O Urban Roofscape at the Godfrey Hotel during the International Home+Housewares Show. RSVP by clicking here today!

Blue Arrow Now is the time to register for Response Expo 2015, which will take place April 21-23 at the Hilton San Diego Bayfront. DRMA members receive special discounts for All-Access and Expo Hall Only badges. Click here to register today!

To view a complete list of member benefits, visit www.TheDRMA.com today!



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Legal and Regulatory Voices of DRMA
Is There Now a ‘Good Faith’ Defense Under the TCPA? 
In “Living Vicariously — and Dangerously — under the TCPA” (DRMA Voice, March 2014) I discussed legal developments swirling around the explosion of litigation under the Telephone Consumer Protection Act (TCPA). One was when a merchant claiming “innocence” of TCPA violations by its telemarketing vendor might be able to escape liability for the telemarketer’s actions under principles of agency or vicarious liability.
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Legislating Through Litigation: Why ROSCA Suddenly Matters 
Frequently, the Federal Trade Commission (FTC) announces enforcement initiatives it seeks to undertake at the beginning of the year. In 2014, the FTC announced the launch of “Operation Failed Resolution” — a strategy aimed to crack down of fraudulent products and marketing campaigns, as well as educate the media on how to identify false claims.
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Strong Brands Have Room to Flex 
Under the traditional rules of proper trademark use, brands must be used as adjectives and in a consistent manner. While this standard works for many brands, it is too restrictive when it comes to strong brands in a noisy, fast-moving marketplace.
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Honest Tea’s Antioxidant Labeling Could Be Misbranding 
California’s consumer protection statutes generally prohibit false or misleading advertising in any medium. That is, advertising must tell the truth, not mislead consumers, and comply with pertinent government regulations.
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FTC on the Lookout for Incentivized Online Customer ‘Reviews’ 
The Federal Trade Commission (FTC) has again let industry know that it is very much on the beat when it comes to monitoring deceptive customer reviews. In its most recent matter, the consumer protection agency announced a settlement with a Georgia-based company for hyping customer reviews yet failing to disclose that the reviewers were compensated with discounts and incentives.
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DRMA News & Case Studies

DRMA Spotlight: Technology and Teamwork

In January 2013, we turned the Direct Response Marketing Alliance (DRMA) Spotlight on Temecula, Calif.-based OpenJar Concepts (OJC). Adam Warren, president, and Reno Renaldo, executive vice president, shared insights on the now-five-year-old company’s background, services and vision. Recently, Response caught up with Warren and Renaldo again for this Spotlight Update.

Read the complete DRMA Spotlight here. Response Magazine highlights different DRMA members each month in our DRMA Spotlight. Interested in learning more? Contact John Yarrington at jyarrington@questex.com or (714) 338-6724.

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