How to Narrow the Scope of Information Sought by an FTC Civil Investigative Demand (CID)

A civil investigative demand (“CID”) is the instrument by which the Federal Trade Commission exercises its compulsory process authority in connection with investigations.  CIDs may require the production of documents – including electronically stored information – or tangible things, the provision of testimony, and the providing of written responses to questions.

A CID must state the nature of the conduct constituting the alleged violation which is under investigation and the provision of law applicable to such violation.  This will be set forth via a section entitled “Subject of the Investigation” and in the “Resolution(s) Directing Use of Compulsory Process” that accompany the CID.  The FTC is not required to disclose whether the recipient of a CID is a target or to explain the circumstances that prompted the investigation.

FTC civil investigative demands are often extensive and broad.  A skilled FTC CID attorney may be able to narrow the scope of information and documentation being sought, and/or the time frame  within which to comply, and thus modify the breadth and cost of the investigative process.

The recipient of CID is required to “meet and confer” with FTC staff counsel within a very tight timeframe.  During meet and confer sessions, many CID recipients and their counsel object to one or more areas of inquiry without possessing an accurate understanding of the legal standards and thresholds underlying the objection(s).

For example, threadbare objections such as relevance, burden, cost and breadth are unlikely, by themselves, to persuade staff counsel or FTC Directors.  When attempting to modify or narrow the scope of a CID, FTC CID lawyers should be prepared to amply demonstrate, as the case may be and without limitation, why a specific specification is outside the scope of the investigation, unnecessary and abusive in breadth, lacks of reasonable time frame within which to comply, threatens disruption and serious hinderance of business operations, includes voluminous records searches, involves increased costs and lost manpower, does not further the FTC’s legitimate inquiry into matters of public interest, involves unreasonable diversion of personnel and financial resources, and/or seeks disclosure of confidential or proprietary information.

Some common objections include relevance, undue burden and over breadth.

An objection premised upon the CID improperly seeking irrelevant information must set forth persuasive facts that the information being sought is objectively outside the scope of the FTC’s investigation. 

FTC compulsory process is permissible “if the inquiry is within the authority of the agency, the demand is not too indefinite and the information sought is reasonably relevant.”   The standard for judging relevancy in an agency investigation is more relaxed than in an adjudicatory” proceeding.  At the investigatory stage, the FTC can investigate merely on suspicion that the law is being violated, or even just because it wants assurance that it is not.  The requested material, therefore, need only be relevant to the investigation – the boundary of which may be defined quite generally.

Put another way, the requested information must not be plainly incompetent or irrelevant to any lawful purpose’ of the agency.  The agency’s own appraisal of relevancy must be accepted so long as it is not obviously wrong.  It is a CID recipient’s burden to show that the information is irrelevant.

The FTC will possess a great deal of discretion on the issue of relevance because the agency is not required to explain all the nuances of its investigation to a recipient.

The gist of an undue burden or overbreadth objection is that the disclosures sought are unreasonable and indefinite. 

FTC investigation process is not unduly burdensome unless compliance threatens to unduly disrupt or seriously hinder the normal operations of a recipient’s business.  A CID recipient bears the burden to show how a CID interferes with its ability to operate its business.  For example, a recipient that may wish to challenge one or more specifications contained within a civil investigative demand by evaluating the time and expense associated with compliance, and whether compliance threatens to unduly disrupt or seriously hinder normal business operations. 

A challenger must be prepared to set forth facts underlying such a conclusion.  Courts may reject a claim of undue burden where a recipient fails to enunciate how a CID constitutes a fishing expedition.  CID recipients that fail to produce factual support to substantiate contentions that compliance would result in the virtual destruction of a successful business (e.g., affidavit or other documentation) are unlikely to persuade FTC staff counsel to modify or narrow a request.  Mere statements by FTC defense practice counsel do not provide factual support.

Importantly, absent a showing of disruption, the sheer amount of responsive materials does not demonstrate undue burden (or overbreadth).  Often CID recipients unsuccessfully attempt to merely allege that because a CID calls for thousands of documents that constitutes an undue burden.  Some burden on CID recipients is, of course, to be expected and is considered necessary in furtherance of the agency’s legitimate inquiry and the public interest.

Any civil investigative demand places a burden on the person to whom it is directed. Time must be taken from normal activities and resources must be committed to gathering the information necessary to comply.  Nevertheless, the presumption is that compliance should be enforced to further the agency’s legitimate inquiry into matters of public interest. 

In terms of an overbreadth objection, broadness alone is not sufficient justification to refuse enforcement of and compliance with FTC compulsory process.  Courts have held that the FTC should be accorded extreme breadth in conducting its investigations.  Courts have struck down overbreadth challenges where no showing was made that the inquiries sought any information beyond that necessary to determine whether recipients have engaged or are engaging in unlawful acts or practices.

Further, broad CIDs have been justified in comprehensive investigations, particularly where that breadth is in large part attributable to the magnitude of the subject’s business operations.

If you or your company have received an FTC CID, consult with an experienced FTC defense lawyer from the start to position your response for an optimal resolution.

Richard B. Newman is an FTC compliance lawyer at Hinch Newman LLP. Follow FTC defense lawyer on National Law Review.

Informational purposes only. Not legal advice. This article is not intended to and should be construed as legal advice. May be considered attorney advertising.

Did Your Company Receive a Letter From the FTC?  FTC Warning Letters and Notices of Penalty Offense

Recipients of FTC warning letters and notices of penalty offense should be on high alert and act quickly. Their advertising and marketing practices could be in violation of applicable legal regulations.

What is an FTC Warning Letter?

Federal Trade Commission “warning letters” are intended to warn companies that their conduct is likely unlawful and that they can face serious legal consequences, such as a federal investigation or lawsuit, if they do not immediately stop.

According to the FTC, “[o]verwhelmingly, companies that receive FTC warning letters take steps quickly to correct problematic advertising or marketing language and come into compliance with the law.  In many cases, warning letters are the most rapid and effective means to address the problem.”

Eliminating false or misleading information from the marketplace is a key objective of the FTC.  As is ensuring compliance with the FTC Act and various legal regulations that the agency enforces.

The Federal Trade Commission has sent warning letters across a number of industries pertaining to myriad legal regulatory issues.  From companies allegedly selling unapproved products that may violate federal law by making deceptive or scientifically unsupported claims about their ability to treat or cure coronavirus, to companies and influencers over disclosures in posts.

Some Things to Keep in Mind About FTC Warning Letters

When FTC warning letters are sent to companies, their purpose is to warn of possible law violations.  Warning letters are not formal enforcement actions, and they may or may not be followed by FTC legal action.  The letters typically include an explanation of why the company is receiving the letter and examples of problematic advertising or marketing language.  They require the recipients to correct the problem immediately and may also require the recipients to contact the FTC within several days to confirm that they have made the required changes.

The FTC may send warning letters unilaterally or jointly with other enforcement agencies. For example, the FTC joined the FDA in sending letters to the marketers of products and treatments falsely claiming they could either treat or cure COVID-19.  The FTC also joined the FCC in sending warning letters to VoIP service providers about facilitating illegal robocalls.  The FTC also issued its own warning letters to MLM marketers regarding false COVID-19 treatment or cure claims and earnings claims made by the marketers and their participants.

Additionally, while FTC or joint agency warning letters may be public, recipients’ responses to them usually are not.  After sending the letters, the FTC will not comment on whether a company or individual has received them, whether they have contacted the agency within the amount of time required, or what they told the agency about their planned response.

What is an FTC Notice of Penalty Offense?

 Civil penalties are designed to help the FTC deter conduct that harms consumers.  One way that the FTC can obtain monetary penalties against a company that acted unfairly or deceptively is through the Penalty Offense Authority, found in Section 5(m)(1)(B) of the FTC Act, 15 U.S.C. §45(m)(1)(B).

Pursuant to this authority, the FTC can seek civil penalties if it proves that: (i) the company knew the conduct was unfair or deceptive in violation of the FTC Act; and (ii) the FTC had already issued a written decision that such conduct is unfair or deceptive.

In order to trigger this authority, the FTC can send companies a “Notice of Penalty Offenses.”  This Notice is a document listing certain types of conduct that the FTC has determined, in one or more administrative orders (other than a consent order), to be unfair or deceptive in violation of the FTC Act.

Companies that receive this Notice and nevertheless engage in prohibited practices can face civil penalties of more than $50,000, per violation.  As required by federal statute, the FTC adjusts the amounts of its civil penalty maximums for inflation every January.

That a company is sent a Notice does not necessarily indicate that the FTC has reason to believe it is breaking the law.  Rather, the FTC sends these Notices to ensure that companies understand the law – and that they are deterred from breaking it.

Recently distributed Notices and the administrative determinations cited in the Notices pertain to, without limitation, misuse of information collected in confidential contexts, claim substantiation, business and money-making opportunities, endorsements and education.

Richard B. Newman is an FTC compliance lawyer at Hinch Newman LLP. Follow FTC defense lawyer on National Law Review.

Informational purposes only. Not legal advice. This article is not intended to and should be construed as legal advice. May be considered attorney advertising.

Sweet Dreams and Sour Deals: How White-Noise Apps Are Playing Advertisers

In a twist that would make even the most seasoned insomniac sit up, white-noise apps—the digital lullabies meant to soothe us into slumber—have become the latest playground for ad fraudsters. According to a recent exposé by DoubleVerify, cyber tricksters are turning these calming soundscapes into cash-grabbing machines, siphoning off advertising dollars through elaborate schemes with charming names like “BeatSting” and “FM Scam.”

White-noise apps have surged in popularity, with nearly 200 articles in the past year hyping up everything from “Ocean Waves” to “Deep Sleep for Kids.” But behind these tranquil facades, fraudsters are playing advertisers like a bad lullaby. The setup is as simple as it is sinister: fake streaming data, spoofed IP addresses, and counterfeit servers trick advertisers into paying for ads that never reach a single human ear. It’s like shelling out premium CPMs for a midnight snack in a dream you didn’t even sign up for.

This isn’t the first time fraudsters have exploited seemingly benign apps. Back in 2019, cybersecurity firm HUMAN uncovered “Poseidon,” an ad fraud scheme where over 40 Android apps openly committed multiple forms of fraud. And this wasn’t a one-off—it evolved into “Charybdis” in 2020 and later into “Scylla,” impacting 89 apps with a staggering 13 million downloads from the Google Play and Apple App Stores.

Then there was “Vastflux,” a scheme that compromised about 11 million devices by loading multiple video ads in sneaky layers using spoofed apps and malicious JavaScript. Imagine your device under a barrage of invisible video ads stacked like an endless deck of cards, all thanks to sophisticated fraudsters running a racket that most users would never see.

The latest white-noise fraud case fits right into this pattern. Take the infamous “Deep Sleep” and “Deep Sleep for Kids” apps. On the surface, they appear like perfect sleep aids, each with over 10,000 downloads. But DoubleVerify found they’re more “Deep Fraud” than “Deep Sleep,” pumping out phony impressions with the precision of a seasoned scam artist. While genuine white-noise apps peak at night, when people are actually asleep, these apps suspiciously spike during the day—a blaring red flag that something wasn’t right.

The financial implications are nothing short of staggering. Throughout 2023 and 2024, dozens of apps have been pulling off this trick, with unprotected advertisers unknowingly buying over 45,000 fake impressions per app every month. Even at a conservative CPM rate of $5, that’s at least $225,000 per app per month—money that could’ve supported real developers but instead went straight into the pockets of con artists.

In a totally fictional quote, DoubleVerify CEO Mark Zagorski probably didn’t say, “Ah, yes, the cutting edge of ad fraud—babbling brooks and soothing rain sounds. Who knew bedtime ambiance would be the new frontier of cybercrime? Honestly, I wouldn’t be surprised if my own meditation app starts muttering ‘Pay up, sucker’ between om chants. At this rate, ad fraud will soon include charging for dream impressions.” Zagorski didn’t actually say this, of course, but if he had, who could blame him?

This cozy racket underscores the desperate need for advertisers to implement real verification on their audio streaming buys. Otherwise, they’re just throwing money into the comforting void of “sleep sounds.” Next time you hear “ocean waves” on your favorite app, remember: that relaxing noise might just be the sound of your ad budget quietly slipping away into oblivion.

Is Comment Spam Illegal?

One of the techniques to generate traffic and in theory, backlinks, that is often pushed by some “gurus” and get-rich marketing products is Comment and TrackBack spam. This is a technique in which often people use automated software to spam blogs with comments or trackbacks. Comments are often messages that are nothing more than automated messages left on people’s blogs, usually nothing about the topic at hand and often about male enhancement products. Trackback spam on the other hand is often automated blog products that search the net and send fake trackbacks to WordPress sites by exploting the automatic trackback feature.  I’d say these methods are not only unethical, but could be illegal.

First of all, let’s address the fake trackback systems that are out there. It’s an annoying technique that I’ve had to deal with on a daily basis – tons of spammers using automated systems to try to get me to approve trackbacks to their sites. What really sucks is that if they really wanted a link from this PR5 publication, all they have to do is leave a real comment, because using COmmentLuv, the url within the comments are actually all do-follow.

However, the way my system is set up is that I actually block all trackbacks and don’t publish them on the site unless they are relevant. Trackback spam isn’t a huge issue because of that. However I’d gather that most blogs don’t set up their blog with this feature disabled and don’t have the time to go through daily and delete them.

Gail Gardner of Growmap, a small business blog that often calls people out on their lack of ethics, really hates phoney trackbacks and basically claims that it will destroy the entire trackback system. She makes a good point, and I agree with her that this method is completely unethical and should not be recommended at all.

The other type of spam is Comment Spam, which poses I think a greater problem. I take care of most of the comment spam by having GASP installed, which is a javascript checkbox that bots can’t see. It’s simple, gets rid of most of the comment spam but not all. There are still tons of companies that are hired to spam my blog leaving strange comments like “Your blog is good, I really like the article about Ants…” and other random comments.

The two type of comment spammers are the automated systems that are promoted unfortunately by some gurus and the fake SEO companies that attempt to manipulate the system by creating as many links as possible to a website.

Here’s the problem with both of these techniques, especially the automated systems. It’s probably illegal. If you didn’t know, there is the CAN-SPAM act of 2003, which requires that commercial emails have certain features, including unsubscribe links and physical addresses. While you might say that this is not e-email, because it’s a comment on a message board, we are finding that more and more things are being applied to CAN-SPAM.

Just recently the courts decided that CAN-SPAM applies to the message system of Facebook, including messages posted on users walls. Using this interpretation, any message on a person’s blog that is commercial in nature would be a violation of CAN-SPAM. With no way to be removed from being comment spammed, it’s a definite violation of CAN-SPAM.

Thoughts?

More CPA Networks Sued for Affiliate Patent

Once again, the company claiming to own basically the patent for affiliate marketing, Essociate has gone after another batch of affiliate and cpa networks, including Peerfly, COPEAC, CPAWAY and Neverblue. Currently cases against several other major CPA Networks are ongoing, and many of them still not resolved. However, in their quest to get as much money as soon as possible, they have embarked on attempting, in my humble opion, to destroy the industry again, claiming that somehow they “invented” affiliate marketing. What utter bullshit.

However, the industry it seems has already made their own decision that this company is nothing but a patent troll, realizing that their supposed patent on affiliate marketing poses a problem for companies that cannot afford to defend themselves and would rather settle.

If you are interested about all the companies they have sued and are now suing, check out this link which shows that they are targeting all sorts of companies, including those that license software from other companies. Of course, still to this date, they have not taken on any of the actual owners of those products such as DirectTrack, knowing that they would probably lose. Additionally, DirectTrack is part of a public company and has the money to seriously fight back.

Come to the rescue is Brian Littleton of Shareasale.com who has filed a lawsuit against Essociate asking the courts to basically declare their “patent for affiliate marketing” complete and utter bullshit. Thank You to this guy for standing up and not waiting to be another “victim” of software patent trolls. If you know him, give him a pat on the back and thank him.

Again, in my opinion, essociate has one purpose: to destroy as many companies, rake as much cash right now before the laws change that make these type of claims bullshit. In fact, recent cases have shown that the Supreme Court is moving more and more towards the possibility of invalidating software patents altogether. I’m sure that Essociates is well aware of this issue, and more importantly that Shareasale could win their case, causing a serious problem in their drive for quick cash. Until then, more and more companies will have to face the serious specter of defending themselves against these claims.

Married Woman Sues Match for Photo Use

According to a lawsuit filed, Match has been using stock photography to represent “clients” of Match.com, even without seemingly their permission. In one case, Anne Read Lattimore is suing a photographer and two websites for using a photograph to imply that she is was single and looking for some sweet lovin’ on Match.com.

The lawsuit says that Lattimore had agreed to be photographed after getting a haircut from a salon, for the exclusive use of the salon in promoting itself.  Unfortunately for her, the photographer uploaded the photo to Stock.xchng, a free photo site owned by Getty Images.

According to her, then Match.com used her photo for ads on Facebook, implying that she was single. Friends and family in response wondered why her face was being used by Match.com. On top of that, she says that the photo was also used in a story about homosexual’s coming out of the closet, implying that she was gay.

More than likely Match didn’t use the photograph themselves, but an affiliate used it. Whoever the affiliate was, will most likely be sued also for using her likeness without permission. This seems to be a serious issue in our industry, especially with Facebook ads that are often created for companies by independent affiliates. Many times the affiliates just use photographs they find off the ‘net, but in this case the affiliate seems to have used a photograph on a free exchange that they believed to be legal to use.

What are your thoughts?

Copy of lawsuit below:

HitPath at War with CPA Networks?

It seems that a major war between affiliate network software companies is brewing. Earlier this year, WebApps DBA HitPath filed a lawsuit against Cake Marketing and three former Hitpath customers who had left the software company to move to another software platform. According to the lawsuit, HitPath claims that these three customers, when leaving, provided Cake Software with access to data that they were not entitled to. The three customers, AffiliateWise, Affiliate Venture Group and EmpyreMedia have all responded that this is complete bullshit and that they only provided access to Cake Marketing to the API in order to export the data that they own to the new platform.

Cake Marketing, believing that they have done nothing wrong and that they were just supporting customers moving to a “better software”, has responded with an aggressive campaign through their attorneys as the Superstar Technology and Investment Law Firm of Wilson Sonsini GoodRich & Rosati.

According the the CounterSuit filed in Federal Court, Cake Marketing claims that Hitpath has engaged in an “unlawful, months-long campaign to sabatoge the efforts of its customers to leave…Hitpath software and transition their business to Cake Marketing.”  The claim that the original lawsuit is “nonsensical” and that the only access that Cake had was through the login provided to the networks.

In fact, Cake Marketing goes as far in the Counter-Claim to allege that Hitpath when finding that their customers were moving over to Cake Marketing, did not provide any assistance in these networks in retrieving the data.

According to Cake Marketing’s counterclaim, “WebApps’s war on its own customers must end. Cake Marketing welcomes free, fair, and open competition – but not frivolous lawsuits and attacks on customers who merely seek to exercise free choice in the marketplace… Cake Marketing has its own independently developed and vastly superior software. Cake Marketing introduced numerous important features such as data validation and distribution for host and post functionality to its software in January 2010. WebApps/HitPath did not offer similar features until spring 2011. Moreover, Cake Marketing could not possibly have stolen the underlying HitPath software by acting as an agent for customers to retrieve customer data through HitPath customer login accounts.”

This lawsuit brings to attention a serious issue in the industry: What happens when a company refuses to allow a customer to leave its affiliate software or affiliate program? Whether or not HitPath actually prevented their customers from leaving the solution to Cake Marketing will be decided by the courts. However, the facts are obvious: that the customers did want to leave, and as part of that attempt to leave, they were sued.

Personally, it is my opinion that HitPath is taking the completely wrong step and wasting money with this lawsuit. I’ve expressed this opinion to Sam Prokop, the CEO of HitPath, and made it clear that lawsuits like this do nothing but hurt the industry. I agree that it’s unlikely that Cake Marketing learned anything whatsoever from having a login that anyone could get as a customer from Hitpath. Hitpath in my opinion, is pissed that they are losing customers to Cake, a company that is gaining customers every week from other solutions.

Instead of filling a lawsuit, especially against their clients, perhaps Hitpath should have taken the higher road and offered a solution to make those clients happy. They were leaving for a reason: they didn’t like the current solution offered by Hitpath and felt Cake Marketing was better. Instead of offering them perhaps a few months free, and offering to change the system to fit what their clients needed, they took an unnecessary path of a lawsuit.

The result of HitPath actions is simple: they have hurt their reputation even more. Other networks with HitPath have most likely started to wonder why HitPath is suing their customers, if they need to worry about their data not being portable, and more importantly, if Cake is a better solution than HitPath. From people I’ve talked to, the vast majority of the industry thinks HitPath’s actions sound almost desperate and ridiculous.  If a lawsuit is the only way to prevent customers from leaving, what does that say about HitPath?  To HitPath’s credit, it should be noted they have told me that they will assist all customers with leaving them, and porting the data over.

Still, why a lawsuit against their customers? I can’t imagine how this is good for HitPath or the industry. I can’t help thinking there was a far better solution for HitPath, or at least one that would have been better for their reputation.

Notable Links:
HitPath
Cake Marketing
Interview with Jeff McCollum of Cake Marketing

Disclosure: All of the Three Networks mentioned are advertisers with this publication, but this has not influenced my opinion that this is a crap lawsuit.

 

Facebook Marketing = Go to Jail?

According to legal analysts, there is a law being passed which could in theory make many types of affiliate marketing a federal felony. In theory, many types of marketing, which don’t fall under the terms and conditions of sites and social networks, could be prosecuted under the Department of Justice, for as much as three years in federal prison for each instance.

The issue here has to do with the Computer Fraud and Abuse act of 1986, which was originally made to prosecute and convict hackers, has been expanded over the years to include almost any type of “unauthorized access.” While this is currently just a misdemeanor, and the DOJ ignores these cases unless they are in combination with “real” crimes, that might be changing. Well, congress is about to expand this law to make it a felony, and make any “excess unauthorized access” a federal felony.

Pushing for congress to enact this is companies like Microsoft and… well, Facebook.  The problem with this is that this law will make it ILLEGAL to do anything that is in violation of the terms and condition when you sign up for example Facebook. That means if you are one of those marketers who use Facebook to promote your business, and the terms and conditions prohibits you from posting commercial messages on other people’s pages, or perhaps sending out commercial messages via the message function, you could be arrested for “excess unauthorized access.”

Think this is not possible? Well, in 2009 it turns out that the DOJ actually did prosecute a woman who violated the Terms of Service of Myspace for using a “fake photo” on her profile. Why was this illegal? Because the TOS required her to only use real photos of her.

You should read the Facebook TOS, there are several things that you could be prosecuted for.

For example:

You will not engage in unlawful multi-level marketing, such as a pyramid scheme, on Facebook.

In theory, if you ever mention a MLM product on Facebook, you could now go to jail. If you mention it 10 times, you could spend 30 years in prison?

You will not provide any false personal information on Facebook, or create an account for anyone other than yourself without permission.

You want to make another profile for your business, and one for your personal use to keep people separate? Well, that’s illegal.

You will not post content or take any action on Facebook that infringes or violates someone else’s rights or otherwise violates the law.

Want to promote a free gift card product, go to jail if you don’t have rights to the TM. Just some of the examples. In theory, many, many CPA networks are violating the law when they use facebook to promote their network in any fashion, or an offer and do not use the facebook advertising system.

You will not send or otherwise post unauthorized commercial communications (such as spam) on Facebook.

What is Spam? What is unauthorized? This means if you use facebook to market any product, or even reach out to a potential customer, is that illegal? Do we want to criminalize this?

What’s even worse, if your company engages in unauthorized marketing on any forum, any social network or any site (that means even comment spam, which I hate), you could be also prosecuted as organized criminals under the changes in the law.

How to Hire a Good Internet Attorney

The biggest thing right for attorneys is to jump on the affiliate marketing bandwagon. With the CPA and affiliate industry still growing, a lot of attorneys are trying to change their business model from general business attorneys to “Internet Attorneys” claiming to have expertise and special skill sets to sell the general public. With a little SEO work, and a cool website, they are able to make themselves look like a reputable attorney with tons of experience.  However, many of these attorneys have no experience in the field and more importantly are far from qualified to represent your business or your interests. Here are a few things you need to look for when hiring an Internet Lawyer specializing in Affiliate and Performance Marketing.

[pullquote]All Good Affiliate Attorneys Should
1) Have FTC Experience
2) Be admitted in California or New York
3) Have extensive REAL WORLD experience[/pullquote]

Ask for their Federal Trade Commission FTC Experience.
Most of the “expert” Internet Attorneys out there has absolutely no experience in dealing with the FTC. This is because only highly qualified attorneys with years experience in compliance and internet marketing law get these FTC cases. These are specialized attorneys often with extensive knowledge about the FTC and how to deal with the FTC and their attorneys. If you hire some attorney in the middle of nowhere with no experience, not only may they not know what to do about the FTC but they may get you in trouble.

They must be admitted to California or New York
While any attorney can give you advice from anywhere in the world, the majority of lawsuits against Performance Marketing companies are coming from these States. The reason is that they have heavy consumer protection laws, and also a plethora of cheap attorneys who are willing to sue anyone, anywhere and bring them. On top, any Internet Lawyer worth anything will want to be admitted to those states, specifically because over half of all major online marketing companies are located in New York, San Francisco, and Los Angeles. Those companies want to hire attorneys who can serve them in the biggest jurisdictions in the Country for Internet Law.  Just a simple google shows that most lawsuits are filed in California or New York against internet companies in our industry.

They must have extensive REAL WORLD experience
If they haven’t worked for a major firm, or more importantly have worked on major cases, you are wasting your time with these attorneys. With the rise of the internet, there are even attorneys who can get their degrees online. Many of these attorneys will set up a “firm” by themselves and pretend to be specialists in order to get a few gullible clients to call. They will blog a bit, pretend to be an expert in Internet Law and then convince people that they know what they are talking about. The best internet attorneys either work for major law firms, or have worked for these firms before starting their own firm in order to get experience on big cases.

Do not believe any attorney is an expert “Affiliate Attorney” just because they say they are. Just like anyone, they are seeking new clients and trying to jump on the bandwagon. Ask them about their experience, where they are admitted and more importantly if they are actually involved in the industry. If they can’t answer these questions, walk away.

While there are many good lawyers out there, I highly recommend asking around the community who they should use. Here is a short list of attorneys that I highly recommend.

Richard Newman, is an Internet Attorney for the Executive Council of Performance Marketing, and part of the Performance Marketing Association Team. Has Extensive current FTC experience, plus has worked on major affiliate and CPA network legal cases for some major networks. He is admitted in California, New York, Nevada and DC. Also is a respected Internet Lawyer columnist for numerous publications including Performance Marketing Insider. He is widely considered the top Affiliate and Performance Marketing Attorney in New York and California.

Bennet Kelley, of the Internet Law Center. He was previously the Assistant General Counsel for ValueClick and a well known columnist on both political and internet law issues.  He is admitted in California, and has a highly respected practice on Internet Law.  Heavy involved with issues of display advertising network and webmaster issues.

Mark J. Rosenberg of Sills Cummins and Gross Mark is New York attorney with specialization in intellectual property issues that affect the industry. He is widely considered an expert in SEO issues and video marketing issues.

Mylife Sued for “Scam”

Social Networking Site, Mylife, heavily promoted by Affiliate and CPA marketers has been served with a class action lawsuit.  The lawsuit which was actually filed in February, but only now made public, alleges that Mylife is nothing more than a “scam.” (Copy of Complaint Below)

According to the lawsuit, Mylife used questionable practices in sending out advertising, often via affiliate marketing, that claimed that “someone” is searching for them. The lawsuit claims that this method would get consumers to signup believing that they were reconnecting with a long lost friend, and would only provide access to a “list of fake names of people supposedly..searching..together with access to a worthless website.”

The lawsuit also claims that Mylife would “hack” into address books of users in order to target fresh victims.

The lawsuit contains a list of complaints on message boards and via complaint forums from possible victims alleging everything from credit card fraud to deceptive practices. The lawsuit implies that Mylife’s name has become synonymous with credit card fraud, and that is how they made money.

The lawsuit also names founders and marketing staff members of Jeffrey Tinsley, Rachel Glaser, W.Dwight Gorall, Armen Avedissian, Michael Soh, Sharyn Eles and Oak Investment Partners as defendants, claiming that their direct actions were responsible for the “scam.”

Mylife has a listing with the BBB, but as of this writing had “no rating” and almost 1,200 consumer complaints.

Mylife until this year was a major partner with many CPA networks, and often the top converting offer because of its high bounty and ease of conversion. No affiliate marketers or networks were named in the suit.

Payday Loan Marketers Charged by FTC

At the request of the Federal Trade Commission, a federal court has halted an online operation that allegedly debited consumers’ bank accounts without their consent when consumers visited the defendants’ websites seeking payday loans. The court also froze the defendants’ assets, pending further court proceedings.

According to the Commission’s complaint, the defendants’ websites, such as mypaydayangel.com and juniperloans.com, asked for consumers’ personal and financial information, such as social security, driver license, and bank account numbers. Near the end of the application form, the defendants offered unrelated “Direct Benefits” and “Voice Net” programs for food, travel and merchandise discounts, or for long distance calling and Internet access. Many consumers who clicked to “submit” a payday loan application were enrolled, unknowingly, into the programs, which initially charged their bank accounts up to $59.90 per month, and later charged up to $99.90 per year. Consumers often did not notice the program offers, and some people who declined the offers were allegedly charged for the programs anyway.

As alleged in the complaint filed in the U.S. District Court for the Middle District of Florida, the defendants sent consumers’ bank account information to Landmark Clearing Inc. and other payment processors to electronically generate remotely created payment orders that debited consumers’ bank accounts. Consumers typically discovered the problem when an unexpected debit appeared on their bank statement, or when their bank told them their account was overdrawn. They learned that Direct Benefits or Voice Net received the payments only after they contacted their bank or saw an online copy of the payment order. Consumers called the defendants for a refund but more often than not, received the run-around. Many consumers had to dispute the transaction or close their bank accounts to get a refund or stop the defendants from debiting their accounts.

The defendants are charged with violating the FTC Act by obtaining consumers’ bank account information and debiting their accounts without their consent, and failing to adequately disclose that, in addition to using consumers’ financial information for a payday loan application, they would use it to charge consumers for enrollment in unrelated programs and services. The FTC complaint names Direct Benefits Group LLC, also doing business as Direct Benefits Online and Unified Savings; Voice Net Global LLC, also doing business as Thrifty Dial; Solid Core Solutions Inc.; WKMS Inc.; Kyle Wood; and Mark Berry.

If you are currently engaged in the online marketing of payday loan services, or contemplate doing so, be sure to consult with your Internet attorney in order to minimize legal and regulatory risks.

Facebook Files TypoSquatting Lawsuit against Affiliate Marketers

If you didn’t notice, last week Facebook filed a lawsuit in federal court against several marketers for basically typo squatting. The lawsuit, found here claims that 25 different people were using similar domains to Facebook that were common typo errors. According to this report, over 48 million visitors a year are diverted away from Facebook.

In its law suit Facebook claims, “Defendants’ schemes also diminish the goodwill associated with Facebook and its marks, injure Facebook’s reputation, breach enforceable agreements between Defendants and Facebook, interfere with Facebook’s business, and unjustly enrich Defendants.

What is interesting about this case is that most of the people sued are involved with several major affiliate networks as affiliates, mainly running free gift card offers. What happened in these examples was that someone would type in something like Facebokk.com and would be directed to a “social media survey” that would have the same look and colors as Facebook but then only are for a free gift card (email or zip submit.)

In one case, one of the people sued is actually the owner of one of the Email Freebie Offers, Consumer Reward Solutions owned by Elise Petri who has already been sued before for Trademark Infringement

Several of the people mentioned are “Super Affiliates” of several well known networks. Even right now, at the point of writing, some of the domains are still forwarding to GiftCard offers on several affiliate networks.

However, what is interesting is that some people have already pointed out that some of the typos are just common variants of Face and Book, and that Facebook might if it went to court, would have a hard time proving that Facebook itself is a legitimate trademark. So far, all lawsuits that Facebook has brought were settled out of court, never addressing the question if the common names Face and Book could be a defendable trademark.

Some of the people sued are: Cyber2Media, Inc., Daniel Negari, Cleanser Products, Counter Balance Enterprises Ltd., FB Promotions/Freebie Promos, Mackrooner Ltd. Inc., Newgate Services Ltd., Pioneer Enterprises Ltd., Rabbit Gogo Media LLC, SMTM Enterprises Ltd., YourTick, Zilt, Jacob Daniels, Jerry Hui, Ryan Johnson, Eric Jordan, Karrie-Lee Karreman, June Kimchi, Tim Meyers, Ankit Pandey, S. Pace, Elise Petri, Mark Risi, John Souza and Michael Suggs

$4.8 Million FTC Action against Swish Marketing

At the request of the Federal Trade Commission, the U.S. District Court for the Northern District of California has ordered Swish Marketing, Inc. to pay more than $4.8 million for misleading hundreds of thousands of payday loan applicants into paying for an unrelated debit card. For some time, the Commission has been closely monitoring payday lending and other financial services in order to protect financially distressed consumers.

According to the FTC’s complaint, Swish Marketing and three individuals operated websites advertising short-term, or “payday,” loan services that allegedly matched loan applicants with lenders. The websites included an online loan application form that tricked online loan applicants into unknowingly ordering a debit card.

On many sites, clicking the button for submitting loan applications led to four product offers unrelated to the loan, each with minuscule “Yes” and “No” buttons. “No” was pre-checked for three of them, while “Yes” was pre-checked for a debit card, with inconspicuous disclosures asserting consumers’ consent to have their bank account debited. Consumers who clicked a prominent “Finish matching me with a payday loan provider!” button were subsequently charged for the debit card. Additional websites represented that the card was a “bonus” and disclosed the fee only in inconspicuous fine print below the submit button. Consumers were each improperly charged up to $54.95.

The Commission charged Swish Marketing, VirtualWorks LLC (the seller of the debit card), and principals of the operation with deceptive business practices in 2009. The FTC filed an amended complaint against the Swish Marketing defendants in 2010, including allegations that they sold consumers’ bank account information to VirtualWorks without consumer consent, and that the principals were aware of consumer complaints about the unauthorized debits.

Three principals, as well as the VirtualWorks defendants, settled the charges against them.

The court order announced last week requires Swish Marketing to pay more than $4.8 million and bans it from marketing any product with a “negative-option” program, in which a consumer’s silence or failure to reject a product is treated as an agreement to make a purchase. The order also requires the company to obtain consumers’ informed consent before it can use their personal information collected for a particular purpose for any other purpose or by a different entity, and bars the company from: (1) misrepresenting material facts about any product or service, such as the cost or the method for charging consumers; (2) misrepresenting that a product or service is free or a “bonus”, without disclosing all material terms and conditions; (3) charging consumers without first disclosing what billing information will be used, the amount to be paid, how and on whose account the payment will be assessed, and all material terms and conditions; and (4) failing to monitor their marketing affiliates to ensure that they are in compliance with the order.

Richard B. Newman is the premier Internet Attorney and FTC Compliance and Litigation Defense Lawyer at Hinch Newman LLP. He has made a name for himself in the interactive advertising and affiliate marketing industries and can be contacted at rnewman@hinchnewman.com

The FTC Targets Scam Flogs But Ignores Media Companies That Promote Them

Technorati – The Federal Trade Commission has gone to war against all the fake news sites. If you’ve visited almost any real news site recently, you’ve most likely seen these advertisements that advertise a “special report” from some news station you never heard of, has discovered the cure to belly fat or a special new secret to working from home. First these fake news sites completely ticked-off the public, who filed complaints against the owners with everyone from the FBI to the FTC. The FTC took the complaints seriously and earlier this year filed several lawsuits against those involved in these practices.

However, while this is progress, the FTC has completely ignored the actions of the large companies that allow these types of advertisements.

The issue here is simple: while the advertisers, and affiliate networks are being targeted by the FTC for compliance actions for creating these deceptive websites, the large advertising networks, including Pulse360 and AOL’s own network continues to run these ads, knowing that they are deceptive and causing harm to consumers. Worse, the companies that run these ads are major news organizations, where the ads seem like real news stories embedded in the content.

When I was talking to the writer for this AdAge article, I pointed out that the VP of Sales at MSNBC, Kyoo Kim has recognized this as a problem and said almost 18 months ago that they would no longer allow these advertisements. As the reporter of the AdAge story pointed out, the original story, also run by MSNBC was still actually flanked by these advertisements. They knew that these ads were a problem, admitted it, but then went back on their promise and continued to make money from it.

Simiarly, as ADOTAS editor, and my friend, Gavin Dunaway, points outin his article, that Washington Post was running a story on this, and “that WaPo is guilty of running the ads as well — he asks his own publication why it ran the ads and a representative says they are investigating the situation.” Whatever that means, it shows that the publishers are well aware of what is going on.According to Richard B. Newman, an Internet attorney at Hinch Newman LLP in New York City, if regulators genuinely want to pursue those ultimately responsible for health-related deceptive advertising on the Internet, the perceived scope of responsibility must be broadened. Also an attorney for the Executive Council of Performance Marketing, Newman states that “neither the media companies, nor the digital media buyers should be automatically exempted from the regulatory scrutiny of unfair and deceptive trade practices when there is some degree of willful blindness, which often exists.”This means simply that these companies, from MSNBC, Washington Post to the networks that run these ads need to be proactive and look at their policies. More importantly, since they are all aware of what is going on, their current defense that they are “just a publisher” doesn’t fly, and their ignoring of how they are making money is at least questionable and unethical. As news sites, they need to really stand up and be “better” than the rest of the industry, not defend themselves with legalize and excuses