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The DRMA Voice July

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11 July 2011


DRMA Member Benefits

Blue Arrow RSVP today to join us at the DRMA Summer Bash, July 28, Shady Canyon Country Club, Irvine, CA
Blue Arrow Increase exposure through the DRMA False Cover and DRMA Spotlight.
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Enjoy complimentary access to exclusive DRMA networking events throughout the year.
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To view a complete list of member benefits, visit today!

DRMA Summer Bash 2011

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Legal and Regulatory Voices of DRMA
Historic Change to Domain Name System has Broad Implications for Brands 
The organization that governs the Web's Domain Name System, ICANN, voted recently to launch the application process enabling creation of an unlimited number of new top-level domains. The controversial decision marks the largest changes ever to the Internet’s Domain Name System and is dogged by objections from trademark owners and others concerned about Internet security and increased costs.
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FTC Takes Aim at Consumer Testimonialists 
On May 13, the Federal Trade Commission (FTC) and the Colorado Attorney General filed a joint complaint against the company behind the "wealth building" program "Winning in the Cash Flow Business", its founder and long-time pitchman, Russell Dalbey, and others, alleging that infomercials and other advertising for its program misled consumers about how quickly and easily they could earn money and about how much money they could make.
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Finally, Some Good News on the Class Action Front 
Those of us who live in the legal trenches of direct response advertising litigation, and who fret about the proliferation of class actions against our clients, were closely following the Dukes v. Wal-Mart case, which was finally decided by the U.S. Supreme Court this past month.
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Say Hello to America's New Consumer Financial Cop 
On July 21, sellers of consumer financial services will be answering to a new sheriff. On that day, the Consumer Financial Protection Bureau (CFPB), a pet project of President Obama’s consumer finance czar, Elizabeth Warren, comes into being, charged with preventing fraud and abuse in the mortgage, credit card, payday, debt relief and any other industry (except auto dealers, of course!) that sells financial products to consumers.
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The Key Elements of an Endorsement Agreement 
The Federal Trade Commission's (FTC) "Guides Concerning the Use of Endorsements and Testimonials in Advertising" set forth numerous rules for endorsements by experts and celebrities. The Guides do not have the force of law; rather, they offer interpretive guidance on the types of advertisements that the FTC views as deceptive under Section 5 of the FTC Act. Therefore, it is advisable to follow the Guides. All other Section references are to the Guides. A written endorsement agreement containing certain warranties provides probative evidence that the advertiser used reasonable efforts to comply with the Guides.
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DRMA Members: Refer Your Contacts, Go to Hawaii!

SANTA ANA, Calif. - The Direct Response Marketing Alliance (DRMA) launches the brand new DRMA Membership Drive, promoting partner branding and partner content, and offering DRMA members the chance to win an all-expenses paid trip to Hawaii, as well as editorial opportunities in Response Magazine.

DRMA members are invited to share information about the DRMA with industry colleages, encouraging companies in the DR world and beyond that are not DRMA members to join the Alliance. Individual employees of DRMA member companies who refer at least 10 new member companies to join the DRMA between now and Dec. 31, 2011, will be eligible for consideration, with the top 10 individual referrers earning an exclusive trip to Hawaii, as well as taking part in an exclusive feature story in the February 2012 edition of Response Magazine.

For more information or any questions on the DRMA Membership Drive, contact Response publisher John Yarrington at (714) 338-6824 or, or director of new business development Dan Donati at (714) 338-6723 or

RSVP for the Summer Bash today!

IRVINE, Calif. - The Direct Response Marketing Alliance's (DRMA) second annual Summer Bash 2011 is July 28 from 5-8 p.m. at the beautiful Shady Canyon Country Club in Irvine, Calif. RSVP now to guarantee your spot at this summer's most important networking event in Sourthern California for the direct response industry.

Last year's event was a huge success for attendees, who enjoyed cocktails and hors d'œuvres while mixing and mingling with some of the best in the business. Click here for more information.

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