Todd SchoonoverWhen No Means Yes
When I first thought up this topic I was going to go on a diatribe about how women send mixed signals to men because they are playing a certain role of being coquettish and hard to get which puts us in an awkward position of having to determine whether we should just give up and leave, or continue trying. As I’ve tried to write about it for the past two days, I find myself just as frustrated about not knowing what direction to go.
So, instead I’ll write about the current trend of negative optioning which is so prevalent nowadays. Record clubs, book clubs, even magazine subscriptions nowadays are sucking in people to join up using a promotion and including in the fine print that you are agreeing to receive regular shipments or renewals unless you specifically inform them you do not want to receive something.
For example, every three weeks I get an email from BMG that my featured selection will be mailed to me in 10 days unless I inform them I don’t want it. If I don’t do anything, they’re going to send it to me along with their high priced shipping and handling charge tacked on. If I want to tell them no, I have to go to the weblink and find the tiny print link that says “no don’t send” and click it. Sure, I can just mark refused and return it when it gets here because I haven’t provided them with my credit card number, but that takes effort. Why should I have to tell them I don’t want something instead of them asking me if I would like it?
I admit that negative optioning does have its perks. I just recieved an email from Men’s Health magazine that they have renewed my subscription for another year because of my accepting that automatic renewal option a few years ago. I don’t have to do anything, but keep them informed when my credit card number changes and I’ll never miss an issue.
In 2001, the Federal Trade Commission cracked down on negative option abuses and sued nine companies for charging customers’ credit cards for products or services without gaining their express approval. The FTC found the companies, as part of a transaction with consumers, offered “free offers” or “trial offers” of other products and services, without disclosing that consumers would be billed for additional products or services unless they exercised the negative option.
Unfortunately Congress took no action when presented with the evidence of a systematic fleecing of consumers, and in the last four years, negative option marketing has increased, and so has its abuse. In 2001 the FTC logged 204,000 complaints about deceptive magazine sales. Two years later, the number of complaints was about 500,000.
So is there anything that we can do about it? Our only option is saying no to begin with when the marketers tempt us with promotional offers. And hopefully they’ll understand that no doesn’t mean yes. 5 years ago


