 Direct Response has been the Wild West of the marketing world for nearly twenty years but the landscape has changed and the New Marshal (The FTC) is cleaning up the town. This is good news because it’s finally forcing marketers to be responsible for their claims, testimonials, doctor endorsements and special offers. This is knocking out many of the more shady products and opening up the airwaves and call centers to products that have to be sold on their true merits. We do our best to keep our projects legal but we strongly urge our clients to have legal reviews of scripts and claims as part of the process. What good is it to have your blockbuster hit show suddenly hit a brick wall and your hard earned money taken away by the Government? When we look at partnering with our clients to reduce fees, we have to look at the liability associated with the product. In the end, we want to introduce quality products to the world that help make the lives of the end customer…..simply better. What could be wrong with that? |