What do lead generators do? They typically identify consumers interested in a particular product or service, collect information from them, and then sell it to third parties. The idea is to match interested buyers and available sellers. But in the meantime, that information – which sometimes includes sensitive personal or financial data – may travel through a long marketing pipeline before reaching the desired business. What are the consumer protection implications? That’s the subject of an October 30, 2015, event, Follow the Lead: An FTC Workshop on Online Lead Generation.
The just-posted agenda for Follow the Lead outlines the discussion. Bureau of Consumer Protection Director Jessica Rich will kick off the event at 8:30 AM. The first panel – Introduction to Lead Generation Marketplace and Mechanics – will elaborate on who does what in the lead generation industry, including how data is collected and sold. The next two panels offer case studies on how lead generation works in two industries, lending and education.
The afternoon will begin with a panel focusing on the legal landscape, including consumer protection considerations. The workshop will close with a discussion about steps that can be taken to protect consumers, improve understanding of lead generation, and avoid problematic practices.
Follow the Lead will be held at the FTC’s Constitution Center conference venue, located at 400 7th Street, S.W., in Washington, DC, at the L’Enfant Plaza Metro. The workshop is free and open to the public.