Now! Win Millions . . . of False Promises

You’ve seen these sleazy come-ons in the mail: You might already be a winner.

I got one this week from a supposedly respectable outfit, Time Warner, which owns Sports Illustrated:

“I strongly suggest that you seat yourself comfortably before you read any further. . . . Things may never be quite the same for Mr. Jerry D. Hicks again. . . . The CASH IS NOW ON DEPOSIT, AND WE’RE ABOUT TO MAIL A CHECK FOR $833,337 TO JERRY D. HICKS VIA REGISTERED MAIL!”

The operative words are “about to.” The small print lets you know this is just a contest in which your chances are about as slim as hitting the California lottery. And on your entry, there’s an easy-to-check box to order a subscription to Sports Illustrated.

Although most “contests” may be legal, slick marketers who want to part us from our money can be maddening. Their new favorite tool is the Internet and e-mail.

Maybe we can’t eliminate all of the gimmicks, but we can fight back. Beginning Jan. 1, here are a few new state laws that take aim at them:

* Those who send unsolicited e-mail advertisements (it’s called “spamming”) will be required to provide a return toll-free telephone number or e-mail address. And if you ask them to stop, the new law says, they must stop. The bill was sponsored by Assemblywoman Debra Bowen (D-Marina del Rey).

* Sweepstakes companies will be barred from using informational service telephone numbers (such as 900 or 976) in solicitations. This will keep you from paying huge phone fees just to find out that you did not win anything. It was written by Sen. Jim Costa (D-Fresno).

* Sen. Steve Peace (D-El Cajon) got a bill passed requiring sweepstakes companies to prominently display “no purchase necessary” in its mailings. And they can’t mislead you into thinking that you’ve won when you really haven’t.

Going beyond the mail to other consumer rip-offs, here’s one I hadn’t known about. Telephone companies sometimes change a customer’s long-distance company without getting his or her permission. A new law, written by Assemblyman Joe Baca (D-Rialto), will require such verification.

And Assemblywoman Bowen got another important bill passed: It will force those who sell prepaid calling cards to provide a 24-hour toll-free number for obtaining information and registering complaints.

Assemblywoman Lynne Leach (R-Walnut Creek) got a bill passed that imposes jail sentences or fines for cremators who store remains recklessly.

The best way to avoid being ripped off is not with new laws, but by increasing your awareness.

I recently got a telephone call from a group that sounded like it was connected to a police organization.

“We’ll be in your neighborhood this afternoon if you’d like to make a donation,” they said.

But I followed advice from the district attorney’s office: I asked them to give me a telephone number so I could call back to verify who they were.

“We’re not allowed to give out those numbers,” I was told.

So I asked, “Who is on your board of directors?”

“We’re not allowed to give that out,” they responded.

Goodbye.