LeadsCouncil recently launched their 2017 Lead Generation Standards Guide. It is a very important read for all participants in the lead gen industry. The guide provides a set of standards that apply to both buyers and sellers of leads. They cover:

  • Contracting practices
  • Marketing practices
  • Monitoring
  • Handling of Consumer Data

The standards guide makes an important stride towards self-governance in the lead generation industry. The regulatory bodies that oversee industries served by lead generators have generally encouraged industry self-regulation, and in some cases regulatory bodies have even published principles they believe to be important in industry self-regulation, such as the FTC’s behavioral targeting self-governing principles.

To date, the PMA has chosen to educate members as opposed to regulate them. However, we’ll be watching the LeadsCouncil developments with great interest.

If you buy or sell leads, please take a few minutes and read through the standards. We expect that they’ll continue to represent a central expectation for how business gets done in the lead generation industry.

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David Naffziger is CEO of BrandVerity, a provider of brand protection and affiliate compliance tools to affiliate managers, agencies and networks. BrandVerity’s PoachMark product provides deep insight into the paid search activity of competitors, affiliates and partners while providing a suite of tools for taking action to enforce trademark rights within the search engines and through affiliate networks. Prior to BrandVerity, David was VP of Engineering at Judy’s Book a Seattle-based local search company. Prior to Judy’s Book, David co-founded and was Director of Research at Quova (acquired by Neustar). David received his BS from MIT.

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