Consumers have proven themselves to be easy targets for telemarketing fraud. The telephone's anonymous nature has made it all too easy for nameless, faceless scam artists to convince seniors to hand over thousands in exchange for bogus promises such as home loans, "can't miss" investments, credit repair or other tempting offers. And with a record number of consumers logging on to their computers every minute of every day, scam artists have found yet another outlet.

This isn't to imply that no legitimate telemarketers or online marketers exist. Some companies conduct business honorably in this manner; but unfortunately, a proliferation of con artists has made it extremely difficult for consumers to determine who's honest and who isn't. Senior citizens, in particular, have been drawn in by a kind voice on the phone. A friendly demeanor can make anyone forget that they can't see who they're talking to, and before you know it, you've pledged your savings to someone you've never met.

Several "red flags," however, can tip you off as to the legitimacy of the telemarketer to whom you're speaking, or the salesperson whose e-mail lands in your Inbox. Most of these tips apply to telephone salespeople, although many e-mail marketers will provide you with an 800 number to call if you're interested in the initial pitch.

Published: March 23, 2000

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