Beware The Gov't Squeeze On Lead Generation Marketing

Law360, New York (March 17, 2016, 12:22 PM EDT) -- Alexandra Megaris

Jonathan L. Pompan Online lead generation continues to face increased scrutiny and regulation on multiple fronts, including from consumer groups, state regulators, the Federal Trade Commission, and the Consumer Financial Protection Bureau. This squeeze is being felt by all participants — publishers, aggregators and buyers — and, notably, the lines of legal responsibility and accountability continue to blur. All told, the viability of some forms of online lead generation is at stake.

The government agencies are targeting a broad set of business practices, from the representations made to consumers about the products, services and merchants they are being connected...

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