On October 30th, the Federal Trade Commission hosted its “Follow the Lead” workshop, which focused on the consumer protection issues raised by the practices of the lead generation industry. ERSP Director Peter Marinello spoke on the last panel of the day, “Looking Ahead – Protecting & Educating Consumers.”
Panelists discussed the benefits and drawbacks of lead generation, especially from a data collection perspective. Several speakers reinforced the recurring theme of transparency and that ensuring consumers are aware that their data may be collected and shared requires a level of transparent disclosure. Other topics of discussion included the level of responsibility among companies along the lead generation chain, the security and retention of consumer data, and lead verification. The panels demonstrated the size and scope of the industry and also brought to light the problems that lead generators face, as well as potential solutions to these issues.
A recording of the event is available on the FTC’s "Follow the Lead" workshop page.
Photo by nenetus/FreeDigitalPhotos.net
Jessica Grodzki is advertising review specialist at the Advertising Self-Regulatory Council.