Regardless of what tactics may have been employed by affiliates, O&O landing pages, or lead aggregators that generated leads acquired by a lead buyer, it is the lead buyer (who may be an aggregator, an agency, or the final product or service marketer) who bears the brunt of the risks of non-compliance (ie; potential fines/penalties). It is that downstream lead buyer who will be the face of any outreach and solicitation, and therefore the target for compensation for any wrongs perceived by the consumer or government regulator.
The LQA has assembled a network of like-minded lead buyers (sellers of relevant products/services), who have systems and practices in place to accommodate high-intent LQA-certified lead management processes, and have agreed to share metrics with other LQA partners in the interest of improving overall lead quality, operational efficiency, and regulatory compliance.
By joining the LQA, lead buyers can gain from common experiences of other members to understand what they need to look for, and to verify attestations of compliant practices by the companies they work with and in the lead generation methods they employ.
By purchasing leads from LQA lead sellers, and utilizing technology platforms and services provided by LQA members, lead buyers can mitigate the risks inherent in generating sales from solicited consumer leads, and in the marketing and sales outreach necessary to drive their revenue growth.