Direct Line Blog

Consumers walk away from RapLeaf after media reports

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Internet tracking firm RapLeaf is facing a backlash from consumers this week after The Wall Street Journal investigated the company's role in compiling and selling customer data to marketers.

A “few thousand” consumers opted out of RapLeaf's services on Monday, Joel Jewitt, the company's VP of business development, told the Journal.

The reports come as marketers are trying to avoid becoming the target of future privacy legislation or regulation. Industry groups launched a self-regulation program to that end this month.

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