New York State attorney general Andrew Cuomo shone the spotlight onto the direct marketing world last week, when he announced he was expanding his investigation into the student loan industry to include direct marketers.A statement from Cuomo's office described misleading marketing practices through the direct mail, teleservices, television, radio, and online channels.The examples he cited included some companies who are accused of mailing commercial offers designed to look like official letters from the US Department of Education that warn students to protect their rights by calling the lender. Subpoenas and requests inquiring into these practices were sent to Collegiate Funding Services/JP Morgan Chase, and Elite Financial Group, among others.Other companies are accused of offering gift cards of up to $500 for loan applications. And, companies holding sweepstakes to entice students to take out loans included Wells Fargo and Academic Finance Corporation,