Regulating the lead generation industry

By Michael FerreeFebruary 25, 2015

Every industry has its bad apples, and online marketing is far from an exception. Whether it’s click-fraud, call-fraud, affiliate marketing fraud, selling fake leads or one of the many other scams out there, everyone in the industry has a story or knows of someone who either ran one of these scams or fell victim to one.

 

Fortunately, the industry has made tremendous efforts in recent years to regulate itself and provide best practices and ethical codes of conduct for everyone. This is important for two reasons: Firstly, it keeps the industry from running afoul of the government, who could step in and make worse requirements that don’t make sense or make everyone’s job difficult. Secondly, it keeps the industry clean, which allows people who are making a living honestly to continue to do so.

 

Regulating the lead generation industry has become the mission of the LeadsCouncil, an independent group of industry professionals. LeadsCouncil is a consortium of industry experts who buy, sell and trade leads in the robust and growing lead generation industry.

 

Working together to build and maintain standards, they have focused on creating an independent and research-driven group that is both transparent and encourages active participation from all players in the industry. By doing so, the LeadsCouncil is a watchdog constantly on the lookout for bad behavior while at the same time building the tools that can be used to combat it.

 

At this year’s LeadsCon, LeadsCouncil director Michael Ferree will lead a panel of three speakers in an exchange about how the market can regulate itself and what growing oversight from the FTC and CFPB means for lead generation marketers. Joining Ferree are Lisa McGreevy, CEO of Online Lenders Alliance, David Morgan of PerformLine, and Jonathan Pompan of Venable LLP. Together, these speakers will discuss what regulatory problems and solutions have been trending in the industry and how individual lead marketers can protect themselves, their clients and their firm from fraud, poor practices and litigation.

 

Click here to register for LeadsCon Las Vegas 2015.

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