Brian Vetter, AIFD, PFCI, AzMF, president of the Arizona State Florists Association, contacted ABC 15 in January to do the story. "In an effort to try to get the public to understand what is going on when they look someone up in the phone directory, I felt the news media 'investigative' team would be a good way to go," Vetter told E-brief editors. Tony Medlock, AIFD, PFCI, AzMF of PJ's Flowers in Phoenix, also provided background, including phone numbers that are not local, flower care tips and information on Arizona's law banning deceptive phone listings, which was passed in 1999. SAF also e-mailed the station and offered to provide information.
During the segment, "Consumer Alert: Misleading ads for local florists," Vetter describes how the out-of-state telemarketing and online firms pose as local florists and mislead consumers into feeling they are ordering flowers from a local florist when, in fact they are being call-remote forwarded (or: when, in fact, their call is being forwarded) to another state. "You are taking an extra step," Vetter said in the segment. "You are also going through a middle man. So, you are spending more money."
The ABC 15 Investigative Team illustrates the deception by comparing the experience of ordering flowers from a florist located in Phoenix, a company based in Utah using a Phoenix area code, and a company advertising on an Internet directory with a Valley address that isn't a florist shop. The local florist came out on top, and left viewers with this message: "So, before you fork over your hard earned cash on Valentine's Day, know who you are dealing with."'
SAF has taken the lead on the deceptive phone listings issue and has been instrumental in assisting state floral organizations with getting legislation passed in their states. Information about SAF's efforts can be found by clicking here. SAF provides the media and consumers with advice for Choosing a Florist on its consumer Web site.
