04/17/2019

The lead-generation bait-and-switch

FTC

You’ve probably shared your contact information online to, say, get details about a job opening. Usually, that’s fine. But sometimes you might be looking for one thing and wind up getting something else – like calls about stuff you never asked for or wanted.

Lead generators are companies that collect your contact information, then sell it to marketers who use it to promote their own products and services. While some lead generators are upfront about what they do with your information, others trick you into sharing it for their own profit – regardless of what you asked for.

The FTC sued Day Pacer, LLC for allegedly making unwanted calls as part of a scheme that used just this kind of bait-and-switch. According to the lawsuit, Day Pacer is a lead generator that got its leads from websites with convincing graphics and language to make people think they were in the right place to get what they needed. People went to these websites and shared their phone numbers to get help applying for jobs, health insurance, unemployment benefits and other assistance. But that’s not what they got. Instead, people got unwanted phone calls from Day Pacer with sales pitches to enroll in post-secondary and vocational schools operated by its clients. The company disturbed millions of people with these calls – even though their numbers were on the National Do Not Call Registry.

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