(Boise) – Attorney General Lawrence Wasden has announced a consumer protection settlement agreement with Senior Supplemental Referral Service, LLC, a lead-generation company operating nationwide from Boise. The settlement resolves concerns over the content and design of the company’s direct mail solicitations.

Senior Supplemental Referral Service mails solicitations to consumers to generate customer leads for insurance agents and other third parties. An example of the solicitation that prompted the investigation is available here.

“My office received complaints about these solicitations from consumers throughout the U.S.,” Wasden said. “Legitimate, hard-working Idaho businesses don’t use misleading marketing tactics to attract customers.”

The Attorney General found the graphics made the solicitation appear as if it originated from a government office rather than a commercial entity. Also, the solicitation:

  • failed to disclose it was an ad for insurance;
  • excluded material terms and conditions a consumer needs in order to make an informed decision about whether to respond; and
  • created a false sense of urgency for consumers by using words like “time sensitive” and “second notice.”

The settlement agreement requires Senior Supplemental Referral Service to change its envelope and solicitation designs so they comply with the Idaho Consumer Protection Act. For example, the company must explain in the solicitation that an insurance agent (or other licensed professional) will contact the consumer if the consumer responds to the mailing. Senior Supplemental Referral Service also may not use misleading graphics or false words of urgency.

As part of the agreement, the company has paid Wasden’s office $3,000 for fees and costs.