Internet Retailer: ERA launches new self-regulatory program for multi-channel retailers

The Electronic Retailing Association (ERA) put in place a self-policing system for false claims and other consumer complaints that both has teeth and remains somewhat independent from the membership-dependent trade group. In some contrast to the Direct Marketing Association's recent admission that it hasn't issued any citations for all of the member complaints received in the second half of 2004, the ERA funded the hiring of two staff - one a lawyer - to hear complaints under the aegis of the Better Business Bureau. Members who fail to adhere to guidelines will be referred to federal agencies for regulatory actions that could involve fines of up to $10,000 per instance.

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