My letter to the Wisconsin Broadcasters Association about questionable ads

In recent years, some radio people have been troubled by questionable advertising on their stations around the state.

As a member of the Wisconsin broadcasting community, I am embarrassed by two types of commercials. One implies there is a government bailout for consumers with credit card debt. The other claims you can quit your job and earn big time money at home.

After 40 years of investigating consumer complaints, it's my opinion that these companies will most likely take your money immediately and give you very little in return. They take advantage of our desperate neighbors afraid of losing everything and mothers who long to stay at home with their babies.

Wisconsin broadcasters and local businesses provide invaluable contributions to our local communities and keep local advertising honest. If a local business misleads, local consumers soon catch on and the business suffers. But take-the-money-and-run out-of-staters may not care about their reputations.

In my opinion these advertisers not only hurt consumers, they are also bad for local businesses. How would you like your paid commercial to run next to someone claiming they can settle IRS debt for pennies on the dollar?

These are challenging times for radio, TV and newspapers as well as consumer protection agencies and this kind of advertising may get worse.

What can we do to protect consumers and the credibility of broadcasters?

If radio stations can not screen ads, they should be running public service announcements saying:

Wisconsin broadcasters urge consumers to be skeptical of
Debt settlement companies demanding up-front money;
Work-at-home offers;
Get-rich-quick schemes, and
Miracle cures

I initiated a similar warning for TV infomercials running on a number of Wisconsin TV stations.

Thank you for all of the wonderful public service projects of the Wisconsin Broadcasters Association. Please let me know if I can be of any help.