Summary of Led Astray

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Online lead generation for payday loans opens potential customers to financial fraud. Upturn – a consulting firm specializing in technology’s impact on social issues – examines how shady businesses pass sensitive, personal data through the online lead generation “ecosystem” and wreak havoc on people’s lives. Upturn explains the situation in detail and proposes three potential avenues to curb the problem. getAbstract recommends this warning shot to anyone in need of a quick buck – and the insightful analysis to marketers, honest professionals in the debt-relief marketplace and members of regulatory agencies.

About the Author

Upturn is a consulting firm that specializes in analyzing technology’s impact on social issues.



“Becky” is short on money. She searches online for a payday loan and clicks on an advertisement. This ad directs her to a website landing page run by an “affiliate” – a company that gathers leads. Becky enters her information into this online form and receives the loan; but her personal data is now in a “hidden, digital marketplace” and the lead generator sells the information to the highest bidder: either another lead generator or an end buyer. Becky grossly overpays for her loan, but even worse, she now also receives a “barrage of high-pressure phone calls” and is ...

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