Commodity Futures Trading Commission v. Mass Media Marketing, Inc.

156 F. Supp. 2d 1323, 2001 U.S. Dist. LEXIS 14465, 2001 WL 842054
CourtDistrict Court, S.D. Florida
DecidedMarch 20, 2001
Docket97-1492-CIV-GRAHAM
StatusPublished

This text of 156 F. Supp. 2d 1323 (Commodity Futures Trading Commission v. Mass Media Marketing, Inc.) is published on Counsel Stack Legal Research, covering District Court, S.D. Florida primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Commodity Futures Trading Commission v. Mass Media Marketing, Inc., 156 F. Supp. 2d 1323, 2001 U.S. Dist. LEXIS 14465, 2001 WL 842054 (S.D. Fla. 2001).

Opinion

ORDER

GRAHAM, District Judge.

THIS CAUSE came before the Court upon Defendants’ Motion for Judgment on the Pleadings, or in the Alternative, Motion for Summary Judgment [D.E.100] and Plaintiffs’ Motion for Partial Summary Judgment [D.E.101].

I. STATEMENT OF FACTS

The following facts are undisputed. Mass Media Marketing, Inc. (“Mass Media”) and Commodity Referral Service, Inc. (“CRS”) (collectively “Defendants”) are Florida advertising, marketing, video production and syndication companies whose marketing services range from advertising Ginsu knives and exercise equipment to promoting culinary schools and private universities. Rolando Nanasca (“Nanasca”) is the President of both companies.

In 1995, Defendants added commodity futures to their marketing curriculum. Commodity futures involve the purchase of an option to buy or sell a particular commodity, such as unleaded gasoline, at a predetermined price on or before a given date. Defendants’ marketing services entailed producing, directing and arranging for the broadcast of 60-second commercials and 30-minute long infomercials (“advertisements”) touting the benefits of commodity futures investments. Each advertisement urged viewers, who had at least $5,000 to invest, to call a toll-free number featured in the advertisement to obtain information on how to profit from investments in commodity options. Once a viewer placed a call to the toll-free number, the answering service operator would ask what product or service the viewer was calling about. If the viewer was calling in reference to a commodities advertisement, the answering service operator would give the caller a short description of the product or service being offered and would try to obtain the callers name, address and telephone number in order to create a “lead.”

*1325 Defendants marketed two forms of advertisements, sponsored and non-sponsored. Sponsored advertisements were advertisements that Defendants created and broadcasted on behalf of a commodity broker registered with the Commodity Futures Trading Commission (“CFTC”). A registered commodity broker, also known as an Introducing Broker, essentially operates as a brokerage firm that solicits potential investors to place orders on commodity options. An Introducing Broker would seek the marketing services of Defendants to produce an advertisement approved by the Introducing Broker and featuring the Introducing Broker’s name. Defendants would agreed to sell a specified number of leads generated by the advertisement to the sponsoring Introducing Broker. Any excess leads would be sold to other Introducing Brokers whose names did not appear in the advertisement.

Non-sponsored (“blind”) advertisements were not approved by an Introducing Broker and did not include the name of an Introducing Broker in the advertisement. The leads generated from blind advertisements were sold on a random basis to any interested Introducing Broker. The contents of blind advertisements were ultimately approved by Nanasca who is not registered as a commodity broker.

Sponsored and blind advertisements essentially claimed that existing supply and demand factors in the cash market for á particular product, such as unleaded gasoline or soy beans, make options on that product’s futures contracts “predictable” and “logical” and an investor had a “legitimate chance of doubling, tripling, or even quadrupling” his money. One advertisement described the manner in which commodities trading function as follows:

We’re discussing some common-sense approaches for investing in the commodities futures market and how to know when to invest.
One of the most direct approaches in determining your investment in commodities options is what is known as trends. If you analyze and act upon a sound trend, then the profits can be astounding.
There are many reasons that trends develop in commodities, but one of the more common reasons are of the cyclical nature, commodities such as unleaded gasoline and heating oil, for example. There’s a much larger demand for heating oil in the winter, for obvious reasons. And for unleaded gasoline, the demand increases in the summer when people drive the most. These are seasonal trends, where the movement in price becomes predictable.

(CFTC’s Exhibit 10, at 19-20). The advertisements assured viewers that although investment in commodities “[is] not for everybody, and it does involve risk,” (CFTC’s Exhibit 12, at 22) such “risks are, in fact, predetermined” and “known.” (CFTC’s Exhibit 16, at 6,14).

Nanasca wrote most of the scripts for the advertisements produced by Defendants or had otherwise the “final say-so on the scripts.” (Nanasca 10-1-96 Dep. pp. 193-195). Nanasca never “really researched” the background of commodities trading or the “way that commodities markets actually work[sie]” prior to writing the scripts and airing the advertisements. (Nanasca 10-1-96 Dep.' p. 194). Instead, Nanasca based the advertisements’ contents primarily on radio advertisements which he thought “sounded exciting,” though he never took any steps to verify the accuracy of such information. (Nanas-ca 10-1-96 Dep. pp. 193-194).

Defendants also engaged in a program called “evaluated plus leads” whereby Defendants telephoned individuals who once *1326 responded to an advertisement. If the individual reestablished their interest, then Defendants sold that lead to any interested Introducing Broker. The marketing and advertising services provided by Defendants never required Defendants to enlist callers to become Introducing Brokers’ customers or to collect any money from callers. Rather, any discussions with callers about commodity investments occurred once the Introducing Broker purchased the leads from Defendants and contacted the prospective customers.

The National Futures Association (“NFA”) is the commodity futures and options industry’s self-regulatory organization. (Discoll Declaration at 3). In the early 1990’s, the NFA determined that some Introducing Brokers provided prospective investors with misleading information about the seasonality' trends of commodities when soliciting their orders. Most of these Introducing Brokers received severe monetary penalties or were otherwise subjected to disciplinary action. To remedy this situation, on May 16, 1996, the NFA issued a notice stating that seasonality claims were a violation of its rules. In early 1997, Nanasca discovered that the NFA “frowned upon” blind advertisements because “someone’s got to be responsible for the contents of those advertisements.” Consequently, Nanasca voluntarily ceased to broadcast blind advertisements.

II. PROCEDURAL BACKGROUND

On May 8,1997, the CFTC filed a three-count Complaint against Mass Media, CRS and Nanasca, in his individual capacity, for alleged violations of the Commodity Exchange Act, as amended (the “Act”), 7 U.S.C. §§ 6(c)(b), 6d, 6k (1994) and the rules and regulations the CFTC promulgated thereunder, 17 C.F.R. §§ 33.10

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Bluebook (online)
156 F. Supp. 2d 1323, 2001 U.S. Dist. LEXIS 14465, 2001 WL 842054, Counsel Stack Legal Research, https://law.counselstack.com/opinion/commodity-futures-trading-commission-v-mass-media-marketing-inc-flsd-2001.