Remember the character from the Superman comic books who was the exact opposite of the Man of Steel? He said no when he meant yes, his alter ego went by the name "Kent Clark," and was part of the Injustice League of America. It made for fun reading, but you wouldn’t want him crafting your ad claims.
Consumer complaints about robocalls have multiplied. New technologies make it cheaper to send pre-recorded messages and con artists have gotten trickier about obscuring the origin of their calls. But businesses shouldn’t be tempted to take telemarketing short-cuts because the FTC is cracking down on illegal robocalls.
Never underestimate the creativity of marketers attempting to separate cash-strapped consumers from their last dollar. And never underestimate the FTC’s resolve to protect people from deception in tough economic times. Those are just two points to take from recent FTC law enforcement actions.