Telemarketing company Power Marketing Limited has been fined $168,750 after pleading guilty in the Auckland District Court to 23 charges under the Fair Trading Act.
The charges related to misrepresentations the company made during telemarketing calls on behalf of telecommunications company Slingshot.
This brings the total fines in the case to $418,750. In December 2013, Slingshot pleaded guilty and was fined $250,000 for its role in the misrepresentations, according to a Commerce Commission statement.
The Commission says it received many complaints from 2009 to 2011 alleging that Power Marketing misled customers about the service provided by Slingshot or by switching customers to Slingshot’s services without their consent, known in this industry as “slamming”.
Power Marketing was employed to cold-call customers hoping to sell them Slingshot’s telecommunications services. Power Marketing conducted an initial sales call to ask if a customer wanted to switch from their current telecommunications provider to Slingshot. During this call, the telemarketing staff sometimes misled consumers to induce them to switch their telecommunication accounts to Slingshot.
After the sales call, another member of Power Marketing’s team would call customers back claiming that they needed to verify their details. This second call was actually to seek permission to switch companies but these conversations were often vague, hurried and left consumers confused about what they had or hadn’t agreed to.
In some cases this second call purported to verify prior agreement from the customer to switch to Slingshot, when no such agreement had actually been made. This conduct persisted for a period of more than a year.
“This was very poor behaviour on the part of this marketing company. The telemarketers were desperate to make sales by whatever means possible. This is particularly disturbing as Power Marketing senior management were aware of an earlier warning by the Commission to Slingshot about similar conduct, but they continued to push staff to keep up their sales targets,” says Stuart Wallace, Commerce Commission consumer manager.
“It also had quite an impact on the individual consumers affected. Even more troubling in this case is that many of those affected were elderly and had no real interest in switching.”
The Commission notes Power Marketing improperly used a database owned by Telecom (now Spark) – Wireline – that contained private account information of Telecom customers. It says this was of significant benefit to Power Marketing as the transfer of the prospective customer’s service could not have occurred without the information obtained from the database.
Wallace says the new consumer laws will help in cases like this. “For door-to-door and telemarketing sales, there is now a five-day cooling-off period for consumers where they can cancel a contract for any reason. Plus, an increase in the penalties for these types of breaches should act as a deterrent for businesses.”
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