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Not If, But When: Cover Your Act in TCPA Liability
Jack Bowen Chief Marketing Officer
AcademixDirect [email protected]
Today’s Speakers
Rachel Hirsch Senior Attorney
Ifrah Law [email protected]
Derek Smyth Director, Business Development
LeadiD [email protected]
Confidential and Proprietary#TCPA2014
• Introduction • Proof Positive • Not If, But When • TCPA Insurance? • Questions
Agenda
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Proof Positive
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Jack Bowen Chief Marketing Officer AcademixDirect
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Proof Positive: Regulatory TCPA Compliance
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AcademixDirect Compliance Challenge
AxD requirement to hit the mark on regulatory compliance is critical - and hard enough just even shifting regulations.
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AcademixDirect Compliance Challenge
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Our Solution
Turning to a third party has great benefits.
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How did we get here?
100+ Million “Demand”
2.5 Million Applications
1 Million Starts
Natural supply of post secondary education prospects is well below ongoing demand for
inquiries.
System willing to accept low conversion rates as long as CPI was low enough to deliver positive
expected LTV.
Meat ’n’ Rice
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Definition: The profitable equilibrium of converting and non-converting inquiries
Gaming Lead providers add low
cost leads at high margin when the period is running at higher than
expected conversion.Inefficiency
Non-converting leads cause inefficiency by requiring excess, non-productive admission
resources.
Liability Government regulators
see the industry creating education leads
from job listings – and hard sale converting.
Meat & Rice Issues?
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Now you are in a position to tell your General Counsel
that you are compliant!
Implementation Complete!
Addressing TCPA Liability
TCPA
• Determine process changes required
Requirements
• Revise lead forms • Notify publishers
Mitigate
• Fix identified anomalies
• Record actions
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• Your process was signed off by external counsel
• Your internal audit team has certified that youare actually following process (they add thatit’s a first for marketing)
• You implement a tracking and samplingsolution and can prove effective senseand respond
• Your General Counsel calls you to theoffice to share a document
Prove it!
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Schools need a solution for “repeated or persistent acts of litigation”for the purposes of profit or harassment
Important note: Consumers who feel as though a marketer has violated their rights with respect to TCPA should address the transgression – and if necessary seek representation
To prove unequivocally that the controlling request for engagement and the intervening interactions align with the statute
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Commitment to Comply
• Recognized as Best-In-Class within the industry
• AcademixDirect firmly committed to consumer transparency – the hallmark of any compliance implementation
• Proud to partner with LeadiD on behalf of our students and customers
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Not If.But When.
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Confidential and Proprietary
Rachel Hirsch Senior Attorney Ifrah Law
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Why is Litigation Inevitable?
• Insufficiency of private contracts • Rise in plaintiff cottage industry • Focus on volume • Desirability of statutory damages • Availability of plaintiff-friendly forums • Limitations of defenses - i.e. “Strict Liability”
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Why is litigation so scary?
Big Settlements!
Lack of Predictability!
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What should your company do if faced with TCPA Litigation?
• Maintain company records
• Review insurance coverage
• Evaluate legal and factual defenses
• Avoid class certification
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Maintaining Corporate Records
• Transmission Records • Opt-ins • Consent Forms
The proof is in the pudding!
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• Insurance proceeds alone may be insufficient to settle case
Review Insurance Coverage
• Availability of insurance may depend on state interpretation of TCPA as Remedial v. Punitive
• Insurer’s refusal to provide defense coverage may give rise to suit
First Line of Defense• Improper Service? • Jurisdictional Challenges? • Affirmative Defenses?
Knock the case out before it even begins!
Evaluate legal v. factual defenses
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Vicarious Liability• Finding vicarious liability for authorized
third-party dealers • Protecting third party independent
contractors • Seeking indemnification from third parties
Evaluate legal v. factual defenses
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Avoid class certification
Commonality/ Predominance
Adequacy of class representative
Ascertainability
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What open questions remain?
What is an “Autodialer”?
What is prior express written consent?
? ?
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It’s likeTCPAInsurance.
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Derek Smyth Director, Business Development LeadiD
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Intellectuals solve problems.Geniuses prevent them.
Albert Einstein(1879 - 1955)
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• Did they have the ability to opt out?
• Do your lead forms include a disclosure? • Is it “clear and conspicuous”?
• Did the consumer provide consent to be contacted using an auto-dialer?
The Big 4 Questions to Ask
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Protect yourself: Have definitive proof of
compliance
Be proactive: Develop a corporate
standard for compliance
Move with scale: Automate decisions to accept, reroute,
etc.
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• It’s not enough to be compliant
• The burden of proof is on you
• Can you prove compliance?
Proving Ground
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video
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• Evolve from “present” disclosure to “clear and conspicuous” (per your standards)
• With the consumer, at the original lead event
• Every page of the lead form, not just first
• Real-time monitoring maintains speed-to-contact without compromising actionability
• Have definitive proof
Intelligence at every level
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Our standard of proof is higher.
• Seeing TCPA compliance for yourself
• Not tied to the form; it’s tied to the consumer• Not just someone who sold the lead telling you
it’s compliant
Proof is
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TCPA & Visual Playback Questions?
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Questions?
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Thank You!
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