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ARTICLE · 23 SEPTEMBER 2014

FTC Continues Enforcement Push On Mortgage Lead Generation

Venable LLP
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A mortgage lead generator has settled charges that it engaged in deceptive advertising with ads that falsely claimed they could refinance their mortgages for free.

United StatesConsumer Protection
Jonathan Pompan
Jonathan Pompan
Alexandra Megaris
Alexandra Megaris

A mortgage lead generator has settled charges that it engaged in deceptive advertising with ads that falsely claimed they could refinance their mortgages for free, according to recently filed court documents by the Federal Trade Commission (FTC). "Lead generators need to understand that federal laws governing truth in advertising apply to them as well as everybody else," according to Jessica Rich, Director of the FTC's Bureau of Consumer Protection.

The FTC in a complaint filed on September 12, 2014 alleges the lead generator designed and distributed deceptive refinancing ads as part of its service. According to the complaint, the company ran these ads on well-known third-party Internet websites and ad networks, as well as on its own websites. The ads took consumers to a landing page where they provided contact information, which was passed on to providers of mortgage refinancing.

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