Telemarketing company fined almost $170K for misleading claims and “slamming” customers
Telemarketing company Power Marketing Limited has been fined $168,750 after pleading guilty in the Auckland District
Court today 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.
The Commission 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. It was in the course of this call that 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,” said Commerce Commission Consumer Manager, Stuart Wallace.
“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,” said Mr Wallace.
“We’re hopeful that new consumer laws that came into effect recently should 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,”
concluded Mr Wallace.
An aggravating feature of Power Marketing’s offending was that it improperly used a database owned by Telecom – Wireline
– that contained private account information of Telecom customers. 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
Wireline.
ends