UWM Center for Consumer Affairs Receives Grant that Will Help Dealers with Advertisements
In the Milwaukee area, for many years, dealers have had a place to go to review a proposed advertisement for compliance, or to point out the non-compliance of another dealer’s ad (including direct mail pieces). In 2003 a limited version of the program was expanded to all of Wisconsin..
How the Program Works 2003 - Today
The Center for Consumer Affairs, located at the University of Wisconsin – Milwaukee,does the work. The program director is Liza Longhini. Liza has experience in the automotive industry and is knowledgeable about advertising issues.
Liza operates under a set of ad guidelines that are taken from both state and federal law. If you get a call from Liza about an ad that has a legal flaw, she will explain why the ad is flawed and how it can be corrected.
Obviously, nobody likes to get a call saying they have messed up. To keep it in perspective; it is better to get a call from Liza than to be cited or sued by the DMV, Department of Financial Institutions, Department of Agriculture, Trade and Consumer Protection, the FTC, the Federal Reserve Board, etc., all of whom carry advertising regulatory responsibilities.
Ads that intentionally cross the line do impact the marketplace. All dealers have a common interest in keeping information and advertising in the marketplace both truthful and legal.
Under the Program dealers can contact Liza Longhini at 414-227-3252 and:
- Ask the Center to review an ad, web site or direct mail piece before placing it.
- Request that the Center review another dealer’s ad, web site or direct mail piece for compliance.
If the Center determines there is a violation of Wisconsin law or WATDA advertising standards they will contact the dealer who placed the ad in an attempt to rectify the problem. Center staff is available to consult with dealers to resolve advertising complaints, and to help WATDA members produce clear, informative, and effective advertising. If they are unable to resolve the issue satisfactorily and a dealer continues to intentionally engage in a pattern of deceptive, non-complying ads, the file will be forwarded to WATDA legal staff and appropriate regulatory authorities.
The Grant Allows UWM's Center for Consumer Affairs to Offer More Services
Because of the grant, the Center for Consumer Affairs (CCA) is able to increase the services it offers statewide. The grant began in August and it funds the CCA to do the following new services,
- Review print ads in local newspapers on a limited basis, and
- Review dealership web sites and Internet promotions, and
- Provide advertising education statewide.
It is in regards to the last bullet point that WATDA needs to hear from you. A major element of WATDA’s mission is to provide our members with the necessary education and information sources so that you stay in compliance.
Are you interested in attending an advertising seminar? If so, please email Sue Miller, suemiller@watda.org and let her know if you want WATDA and the CCA to come to your area. In your email please provide your dealership name and city.
In the meantime, WATDA provides up-to-date legal information on our Web Site: www.watda.org, including the WATDA Advertising Standards referred to earlier in this article.
Link to UW Milwaukee's Center for Consumer Affairs:
http://www3.uwm.edu/sce/program_area.cfm?id=243
Article authored by Chris Snyder and Sue Miller
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