ValueClick is being investigated by the Federal Trade Commision (FTC) for possible CAN-SPAM act violations concerning its lead generation practices.
“We continue to believe that we are compliant with all current state and federal regulations pertaining to our lead generation activities, and we intend to fully cooperate with the FTC in connection with their inquiry,” wrote John Ardis, VP of ValueClick,in an email to ClickZ.
Experts theorize that this investigation may be the beginning of many companies to go under the microscope due to their online lead genertation. ValueClick has been quoted to say that this inquiry has to do with Web sites that promise users free gifts of substantial value by way of e-mail which directs traffic to those web sites. The potential that any laws have been broken is not great, however these web sites have been making up their own rules within the sanctions of the law in order generate these leads.
“This might mean the government is coming down and saying [you] have the opportunity to do things right and you abused your leeway, and now we’re going to tell you the way it’s going to be and we’re going to protect the consumers.” according to Daniel Felter, CEO of Opt-Intelligence, and chairman of Online Lead Generation Association. Felter went on to say, “Any enforcement by the government that will benefit consumers and the industry as a whole, we applaud that as an organization.”