**Before the**

**Federal Communications Commission**

**Washington, D.C. 20554**

+----------------------------------+----+------------------------------+
| In the Matter of                 | *  | File No. EB- 06-TC-120       |
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| Hot Lead LLC                     | ** | NAL/Acct. No. 200732170072   |
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| d/b/a The Hot Lead Company       | *  | FRN: 0016773533              |
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| Apparent Liability for           | ** |                              |
| Forfeiture                       |    |                              |
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+----------------------------------+----+------------------------------+

**NOTICE OF APPARENT LIABILITY FOR FORFEITURE**

**Adopted: July 23, 2008 Released: July 24, 2008**

By the Commission:

# I. INTRODUCTION

1.  In this *Notice of Apparent Liability for Forfeiture* ("NAL")[^1],
    we find that The Hot Lead LLC ("Hot Lead")[^2] apparently willfully
    or repeatedly violated section 227 of the Communications Act of
    1934, as amended ("Act"), and the Commission's related rules and
    orders, by delivering at least 146 unsolicited advertisements to the
    telephone facsimile machines of at least 70 consumers.[^3] Based on
    the facts and circumstances surrounding these apparent violations,
    we find that Hot Lead is apparently liable for a forfeiture in the
    amount of \$739,500.

**II. BACKGROUND**

2.  Section 227(b)(1)(C) of the Act makes it "unlawful for any person
    within the United States, or any person outside the United States if
    the recipient is within the United States . . . to use any telephone
    facsimile machine, computer, or other device to send, to a telephone
    facsimile machine, an unsolicited advertisement."[^4] The term
    "unsolicited advertisement" is defined in the Act and the
    Commission's rules as "any material advertising the commercial
    availability or quality of any property, goods, or services which is
    transmitted to any person without that person's prior express
    invitation or permission in writing or otherwise."[^5] Under the
    Commission's rules, an "established business relationship"[^6]
    exception permits a party to deliver a message to a consumer if the
    sender has an established business relationship with the recipient
    *and* the sender obtained the number of the facsimile machine
    through the voluntary communication by the recipient, directly to
    the sender, within the context of the established business
    relationship, or through a directory, advertisement, or a site on
    the Internet to which the recipient voluntarily agreed to make
    available its facsimile number for public distribution.[^7]

3.  On May 5, 2006, in response to one or more consumer complaints
    alleging that Hot Lead had faxed unsolicited advertisements, the
    Enforcement Bureau ("Bureau") issued a citation[^8] to Hot Lead,
    pursuant to section 503(b)(5) of the Act.[^9] The Bureau staff cited
    Hot Lead for using a telephone facsimile machine, computer, or other
    device, to send unsolicited advertisements for mortgage financing,
    health and life insurance, credit and debit card services, interior
    shutters, custom-logo shirts/T-shirts, fax advertising and sales
    leads to telephone facsimile machines, in violation of section 227
    of the Act and the Commission's related rules and orders. The
    citation, which was served by certified mail, return receipt
    requested, warned Hot Lead that subsequent violations could result
    in the imposition of monetary forfeitures of up to \$11,000 per
    violation, and included a copy of the consumer complaints that
    formed the basis of the citation.[^10] The citation informed Hot
    Lead that within 30 days of the date of the citation, it could
    either request an interview with Commission staff, or could provide
    a written statement responding to the citation. Hot Lead did not
    request an interview or otherwise respond to the citation.[^11]

4.  Despite the citation's warning that subsequent violations could
    result in the imposition of monetary forfeitures, we have received
    additional consumer complaints indicating that Hot Lead continued to
    engage in such conduct.[^12] We base our action here specifically on
    complaints filed by 70 consumers establishing that Hot Lead
    continued to send 146 unsolicited advertisements to telephone
    facsimile machines after the date of the citation.[^13]

5.  Section 503(b) of the Act authorizes the Commission to assess a
    forfeiture of up to \$11,000 for each violation of the Act or of any
    rule, regulation, or order issued by the Commission under the Act by
    a non-common carrier or other entity not specifically designated in
    section 503 of the Act.[^14] In exercising such authority, we are to
    take into account "the nature, circumstances, extent, and gravity of
    the violation and, with respect to the violator, the degree of
    culpability, any history of prior offenses, ability to pay, and such
    other matters as justice may require."[^15]

### III. DISCUSSION

> **A.** **Violations of the Commission's Rules Restricting Unsolicited
> Facsimile Advertisements**

6.  We find that Hot Lead apparently violated section 227 of the Act and
    the Commission's related rules and orders by using a telephone
    facsimile machine, computer, or other device to send at least 146
    unsolicited advertisements to the 70 consumers identified in the
    Appendix. This NAL is based on evidence that 70 consumers received
    unsolicited fax advertisements from Hot Lead *after* the Bureau's
    citation. The facsimile transmissions advertise copiers, life
    insurance, health insurance, security systems, shirts, mortgages and
    mortgage refinancing, sales leads, and promotional products.
    Further, according to the complaints, the consumers neither had an
    established business relationship with Hot Lead nor gave Hot Lead
    permission to send the facsimile transmissions.[^16] The faxes at
    issue here therefore fall within the definition of an "unsolicited
    advertisement."[^17] Based on the entire record, including the
    consumer complaints, we conclude that Hot Lead apparently violated
    section 227 of the Act and the Commission's related rules and orders
    by sending 146 unsolicited advertisements to 70 consumers' facsimile
    machines.

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B.  **Proposed Forfeiture**

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7.  We find that Hot Lead is apparently liable for a forfeiture in the
    amount of \$739,500. Although the *Commission's Forfeiture Policy
    Statement* does not establish a base forfeiture amount for violating
    the prohibition against using a telephone facsimile machine to send
    unsolicited advertisements, the Commission has previously considered
    \$4,500 per unsolicited fax advertisement to be an appropriate base
    amount.[^18] We apply that base amount to each of 131 of the
    apparent violations. In addition, where the consumer requests the
    company to stop sending facsimile messages, and the company
    continues to send them, the Commission has previously considered
    \$10,000 per unsolicited fax advertisement the appropriate
    forfeiture for such egregious violations.[^19] Here, eight consumers
    specifically requested that Hot Lead cease sending facsimiles.
    Notwithstanding these requests, an additional 15 facsimiles were
    sent to these consumers. Thus, we apply the \$10,000 amount to each
    of these 15 apparent violations. Thus, a total forfeiture of
    \$739,500 is proposed. Hot Lead will have the opportunity to submit
    evidence and arguments in response to this NAL to show that no
    forfeiture should be imposed or that some lesser amount should be
    assessed.[^20]

### IV. CONCLUSION AND ORDERING CLAUSES

8.  We have determined that The Hot Lead LLC apparently violated section
    227 of the Act and the Commission's related rules and orders by
    using a telephone facsimile machine, computer, or other device to
    send at least 146 unsolicited advertisements to the 70 consumers
    identified in the Appendix. We have further determined that The Hot
    Lead LLC is apparently liable for a forfeiture in the amount of
    \$739,500.

9.  Accordingly, IT IS ORDERED, pursuant to section 503(b) of the Act,
    47 U.S.C. § 503(b), and section 1.80 of the rules, 47 C.F.R. § 1.80,
    that The Hot Lead LLC is hereby NOTIFIED of this APPARENT LIABILITY
    FOR A FORFEITURE in the amount of \$739,500 for willful or repeated
    violations of section 227(b)(1)(C) of the Communications Act, 47
    U.S.C. § 227(b)(1)(C), sections 64.1200(a)(3) of the Commission's
    rules, 47 C.F.R. § 64.1200(a)(3), and the related orders described
    in the paragraphs above.

10. IT IS FURTHER ORDERED THAT, pursuant to section 1.80 of the
    Commission's rules,[^21] within thirty (30) days of the release date
    of this *Notice of Apparent Liability for Forfeiture*, The Hot Lead
    LLC SHALL PAY the full amount of the proposed forfeiture or SHALL
    FILE a written statement seeking reduction or cancellation of the
    proposed forfeiture.

11. Payment of the forfeiture must be made by check or similar
    instrument, payable to the order of the Federal Communications
    Commission. The payment must include the NAL/Account Number and FRN
    Number referenced above. Payment by check or money order may be
    mailed to Federal Communications Commission, P.O. Box 979088, St.
    Louis, MO 63197-9000. Payment by overnight mail may be sent to U.S.
    Bank -- Government Lockbox #979088, SL-MO-C2-GL, 1005 Convention
    Plaza, St. Louis, MO 63101. Payment by wire transfer may be made to
    ABA Number 021030004, receiving bank TREAS/NYC, and account
    number 27000001. For payment by credit card, an FCC Form 159
    (Remittance Advice) must be submitted.  When completing the FCC Form
    159, enter the NAL/Account number in block number 23A (call
    sign/other ID), and enter the letters "FORF" in block number 24A
    (payment type code). SOS Marketing will also send electronic
    notification on the date said payment is made to
    <Johnny.drake@fcc.gov>. Requests for full payment under an
    installment plan should be sent to: Chief Financial Officer \--
    Financial Operations, 445 12th Street, S.W., Room 1-A625,
    Washington, D.C.  20554. Please contact the Financial Operations
    Group Help Desk at 1-877-480-3201 or Email: <ARINQUIRIES@fcc.gov>
    with any questions regarding payment procedures.

12. The response, if any, must be mailed both to the Office of the
    Secretary, Federal Communications Commission, 445 12^th^ Street, SW,
    Washington, DC 20554, ATTN: Enforcement Bureau -- Telecommunications
    Consumers Division, and to Colleen Heitkamp, Chief,
    Telecommunications Consumers Division, Enforcement Bureau, Federal
    Communications Commission, 445 12^th^ Street, SW, Washington, DC
    20554, and must include the NAL/Acct. No. referenced in the caption.

13. The Commission will not consider reducing or canceling a forfeiture
    in response to a claim of inability to pay unless the petitioner
    submits: (1) federal tax returns for the most recent three-year
    period; (2) financial statements prepared according to generally
    accepted accounting practices; or (3) some other reliable and
    objective documentation that accurately reflects the petitioner's
    current financial status. Any claim of inability to pay must
    specifically identify the basis for the claim by reference to the
    financial documentation submitted.

14. IT IS FURTHER ORDERED that a copy of this *Notice of Apparent
    Liability for Forfeiture* shall be sent by Certified Mail Return
    Receipt Requested and by regular mail to: The Hot Lead LLC,
    Attention: Mr. Greg Horne, 16901 Dallas Parkway, Addison, Texas
    75001; The Hot Lead Company, Attention: Mr. Greg Horne, 1400 Preston
    Road #300, Plano, Texas; and The Hot Lead Company, Attention: Mike
    Horne, Manager, PO Box 12057, Las Vegas, NV 89112.

> FEDERAL COMMUNICATIONS COMMISSION

Marlene H. Dortch

Secretary

**APPENDIX**

**Complainants and Violation Dates**

  ----------------------------------- -----------------------------------
  **Complainant received facsimile    **Violation Date(s)**
  advertisements**                    

  Mike Thielen                        9/13/2007

  Harry Schultz                       8/15/2007; 9/02/2007

  James Dallas, National Computing    9/26/2007
  Group                               

  Jan Deswik, D&A Infotech            8/09/2007; 8/10/2007; 9/01/2007;
                                      9/03/2007; 9/09/2007; 10/08/2007;
                                      10/17/2007

  Wayne Smith                         8/25/2007 (three faxes); 8/31/2007
                                      (two faxes); 8/25/2007; 9/08/2007;
                                      9/09/2007; 9/12/2007; 9/19/2007
                                      (two faxes); 9/08/2007; 9/30/2007;
                                      10/01/2007

  Jonathan Meltz, Esq., The Meltz Law 9/11/2007
  Firm                                

  Melissa Spencer, Prodigy Mortgage   8/07/2007; 8/08/2007; 8/09/2007;
  Corporation                         8/10/2007; 9/29/2007

  Mark Walden, West Lawn Chamber of   9/04/2007
  Commerce                            

  Constance Elliot                    9/13/2007 (two faxes); 9/30/2007;
                                      10/27/2007

  Dan Silva, Hewlett-Packard Company  9/02/2007; 9/07/2007; 9/08/2007;
                                      9/24/2007

  Robert Josefek                      9/02/2007

  John Findlater                      9/07/2007

  James Scielzo                       9/19/2007; 9/28/2007;10/17/2007

  Ashley Anderson                     8/02/2007; 9/19/2007

  Linda Garrett, Christ United        9/12/2007
  Methodist Church                    

  Barbara Floering                    9/18/2007; 10/07/2007

  Chester Roberts                     9/08/2007

  Katie Williams                      8/31/2007; 9/04/2007

  David Seror                         8/09/2007; 8/25/2007; 9/21/2007

  Albert Chi                          9/22/2007; 10/10/2007; 10/13/2007

  Phil Robinson, The Robinson Company 8/09/2007; 9/09/2007

  Phyllis Heisler, AMP Promotional    9/08/2007; 9/09/2007
  Products                            

  George McDonald                     8/16/2007; 9/04/2007

  Paul Zibits                         9/04/2007

  Karen Blake, NASA-Kennedy Space     8/06/2007; 8/15/2007
  Center                              

  Michael Spedick                     8/04/2007

  Bruce Zucker                        8/03/2007

  Robert Schlussler                   8/01/2007

  Daniel Krop                         8/04/2007; 8/07/2007

  Cary Pine, Broward County           8/01/2007; 8/09/2007
  Environmental Protection Department 

  I. Meyers, Coast                    8/09/2007; 8/10/2007; 8/13/2007;
  Hematology-Oncology Associates      8/14/2007; 8/15/2007
  Medical Group                       

  Lori Millard                        8/01/2007; 8/14/2007

  Martha Marcon                       8/20/2007; 8/21/2007

  Thomas Fitzpatrick                  8/20/2007

  Marla Goldstein                     8/22/2007

  Cheryl Porto                        8/14/2007

  Catherine Byal                      8/28/2007

  Gregory Cogen                       8/08/2007; 8/09/2007

  Susan Duncan                        8/13/2007

  Susan Reyes                         8/14/2007

  D'Auric Gladney                     8/15/2007

  Peter Zec                           8/17/2007; 8/19/2007 8/21/2007;
                                      8/23/2007

  Alan MacIntyre                      8/29/2007

  Todd Arnold                         9/09/2007

  Mona Ewest                          8/07/2007; 8/18/2007; 8/22/2007

  Wanda Schiavone                     10/03/2007; 10/10/2007; 10/17/2007;
                                      10/25/2007

  Thomas Anderson                     9/30/2007; 10/01/2007

  Kathleen Gleason                    9/13/2007; 9/30/2007

  Tammy Kloser                        9/15/2007; 9/25/2007; 10/02/2007

  Carlos Ramirez                      10/13/2007

  Thomas Abbott                       8/15/2007

  Richard Chambers                    10/20/2007

  Jay Deandrade                       10/24/2007

  Laura West                          8/30/2007; 9/04/2007

  Kathryn Han                         10/01/2007

  Thorsten Claus                      10/08/2007

  Ben English                         9/24/2007; 9/28/2007; 10/09/2007

  Jenelle Terwilliger                 10/06/2007

  Angel Graf, Language and Culture    10/18/2007
  Worldwide LLC                       

  Don Chivas, Fleetwood Sales, Inc.   10/20/2007

  Thomas Young                        10/25/2007

  Adam Shapiro                        10/27/2007

  Dominick Morra                      10/28/2007

  Martin Karamian                     10/28/2007
  ----------------------------------- -----------------------------------

  ----------------------------------- -----------------------------------
  **Complainant received facsimile    **Violation Date(s)**
  advertisements after requesting no  
  more be sent**                      

  Harry Schultz                       9/27/2007 (two faxes)

  Melissa Spencer, Prodigy Mortgage   9/08/2007; 9/12/2007
  Corporation                         

  Randal Miles, Raleigh Studios       8/25/2007; 9/22/2007; 10/19/2007;
                                      10/23/2007

  Don Waller                          9/24/2007

  Michael Mantovani                   8/02/2007

  David Seror                         8/02/2007

  Scott McPherson                     8/07/2007

  Allan Gelbard                       9/14/2007; 10/02/2007; 10/13/2007
  ----------------------------------- -----------------------------------

[^1]: *See* 47 U.S.C. § 503(b)(1). The Commission has the authority
    under this section of the Act to assess a forfeiture against any
    person who has "willfully or repeatedly failed to comply with any of
    the provisions of this Act or of any rule, regulation, or order
    issued by the Commission under this Act \...." *See also* [47 U.S.C.
    §
    503(b)(5)](http://web2.westlaw.com/find/default.wl?DB=1000546&DocName=47USCAS503&FindType=L&AP=&RS=WLW4.05&VR=2.0&FN=_top&SV=Split&MT=Westlaw)
    (stating that the Commission has the authority under this section of
    the Act to assess a forfeiture penalty against any person who does
    not hold a license, permit, certificate or other authorization
    issued by the Commission or an applicant for any of those listed
    instrumentalities so long as such person (A) is first issued a
    citation of the violation charged; (B) is given a reasonable
    opportunity for a personal interview with an official of the
    Commission, at the field office of the Commission nearest to the
    person's place of residence; and (C) subsequently engages in conduct
    of the type described in the citation).

[^2]: According to publicly available information, Hot Lead is also
    doing business as The Hot Lead Company. Therefore, all references in
    this NAL to "Hot Lead" encompass Hot Lead as well as The Hot Lead
    Company. Hot Lead has offices at 16901 Dallas Parkway, Addison,
    Texas 75001. The Hot Lead Company has offices at 1400 Preston Road
    #300, Plano, Texas 75903. Mr. Greg Horne, is listed as the contact
    person for both Hot Lead and The Hot Lead Company. Hot Lead also
    lists as a principal Mike Horne, Manager, PO Box 12057, Las Vegas,
    NV 89112. Accordingly, all references in this NAL to "Hot Lead" also
    encompass the foregoing individuals and all other principals and
    officers of the entity noted herein, as well as the corporate
    entities themselves.

[^3]: *See* 47 U.S.C. § 227(b)(1)(C); 47 C.F.R. § 64.1200(a)(3); *see
    also Rules and Regulations Implementing the Telephone Consumer
    Protection Act of 1991, Report and Order and Third Order on
    Reconsideration*, 21 FCC Rcd 3787 (2006).

[^4]: 47 U.S.C. § 227(b)(1)(C); 47 C.F.R. § 64.1200(a)(3).

[^5]: 47 U.S.C. § 227(a)(4); 47 C.F.R. § 64.1200 (f)(13).

[^6]: An "established business relationship" is defined as a prior or
    existing relationship formed by a voluntary two-way communication
    "with or without an exchange of consideration, on the basis of an
    inquiry, application, purchase or transaction by the business or
    residential subscriber regarding products or services offered by
    such person or entity, which relationship has not been previously
    terminated by either party." 47 C.F.R. § 64.1200(f)(5).

[^7]: *See* 47 U.S.C. § 227(b)(1)(C); 47 C.F.R. § 64 (a)(3)(i), (ii).

[^8]: Citation from Kurt A. Schroeder, Deputy Chief, Telecommunications
    Consumers Division, Enforcement Bureau, File No. EB-06-TC-120 issued
    to Hot Lead on May 5, 2006.

[^9]: *See* 47 U.S.C. § 503(b)(5) (authorizing the Commission to issue
    citations to non-common carriers for violations of the Act or of the
    Commission's rules and orders).

[^10]: Commission staff mailed the citation to 16901 Dallas Parkway,
    Addison, Texas 75001 and 1400 Preston Road #300, Plano, Texas 75903.
    *See* n.Error: Reference source not found, *supra*.

[^11]: Following the issuance of the citation, the Commission continued
    to receive complaints from multiple consumers alleging that Hot Lead
    faxed unsolicited advertisements to them. These complaints, received
    after the Commission's citation, resulted initially in the issuance
    of two Notices of Apparent Liability for Forfeiture against Hot
    Lead: on August 14, 2007 in the amount of \$2,168,500, *The Hot Lead
    LLC,* Notice of Apparent Liability For Forfeiture, 22 FCC Rcd 15924
    (2007), and on December 26, 2007 in the amount of \$423,000, *The
    Hot Lead LLC,* Notice of Apparent Liability For Forfeiture, 22 FCC
    Rcd 22212 (2007). Accordingly, on March 19, 2008, the Commission
    issued a Forfeiture Order to Hot Lead based on these NALs in the
    amount of \$2,591,500, *The Hot Lead LLC,* Forfeiture Order, 23 FCC
    Rcd 5282 (2008) Subsequently, additional complaints resulted in the
    issuance of a third Notice of Apparent Liability for Forfeiture
    against Hot Lead on May 20, 2008 in the amount of \$695,000, *The
    Hot Lead LLC,* Notice of Apparent Liability For Forfeiture, FCC
    08-133, released May 20, 2008. To date, Hot Lead has not filed a
    response to any of these NALs or to the Forfeiture Order.

[^12]: *See* Appendix for a listing of the consumer complaints against
    Hot Lead requesting Commission action.

[^13]: We note that evidence of additional instances of unlawful conduct
    by Hot Lead may form the basis of subsequent enforcement action.

[^14]: Section 503(b)(2)(C) provides for forfeitures up to \$10,000 for
    each violation in cases not covered by subparagraph (A) or (B),
    which address forfeitures for violations by licensees and common
    carriers, among others. *See* 47 U.S.C. § 503(b). In accordance with
    the inflation adjustment requirements contained in the Debt
    Collection Improvement Act of 1996, Pub. L. 104-134, Sec. 31001, 110
    Stat. 1321, the Commission implemented an increase of the maximum
    statutory forfeiture under section 503(b)(2)(C) to \$11,000. *See*
    47 C.F.R. §1.80(b)(3); *Amendment of Section 1.80 of the
    Commission's Rules and Adjustment of Forfeiture Maxima to Reflect
    Inflation*, 15 FCC Rcd 18221 (2000); *see also* *Amendment of
    Section 1.80(b) of the Commission's Rules and Adjustment of
    Forfeiture Maxima to Reflect Inflation*, 19 FCC Rcd 10945 (2004)
    (amendment of section 1.80(b) to reflect inflation left the
    forfeiture maximum for this type of violator at \$11,000);
    *Amendment of Section 1.80(b) of the Commission's Rules, Adjustment
    of Forfeiture Maxima to Reflect Inflation,* FCC 08-154, rel. June
    13, 2008 (when effective, forfeiture maximum for this type of
    violator increased to \$16,000).

[^15]: 47 U.S.C. § 503(b)(2)(D); *The* *Commission's Forfeiture Policy
    Statement and Amendment of Section 1.80 of the Rules to Incorporate
    the Forfeiture Guidelines, Report and Order*, 12 FCC Rcd 17087,
    17100-01 para. 27 (1997) (*Forfeiture Policy Statement*), *recon.
    denied*, 15 FCC Rcd 303 (1999).

[^16]: *See, e.g.*, complaint dated September 27, 2007, from Harry
    Schultz (stating that he has never done any business with the fax
    advertiser, never made an inquiry or application to the fax
    advertiser, never gave permission for the company to send the fax,
    and requested the company not to fax an advertisement). The
    complainants involved in this action are listed in the Appendix.

[^17]: *See* 47 U.S.C. § 227(a)(4); 47 C.F.R. § 64.1200(f)(13)
    (definition previously at § 64.1200(f)(10)).

[^18]: *See* *Get-Aways, Inc.,* Notice of Apparent Liability For
    Forfeiture*,* 15 FCC Rcd 1805 (1999); *Get-Aways, Inc.,* Forfeiture
    Order, 15 FCC Rcd 4843 (2000); *see also US Notary, Inc.,* Notice of
    Apparent Liability for Forfeiture*,* 15 Rcd 16999 (2000*); US
    Notary, Inc.,* Forfeiture Order*,* 16 FCC Rcd 18398 (2001*)*;
    *Tri-Star Marketing, Inc.,* Notice of Apparent Liability For
    Forfeiture, 15 FCC Rcd 11295 (2000); *Tri-Star Marketing, Inc.,*
    Forfeiture Order, 15 FCC Rcd 23198 (2000).

[^19]: *See Carolina Liquidators, Inc.*, Notice of Apparent Liability
    for Forfeiture, 15 FCC 16,837, 16,842 (2000); *21^st^ Century
    Fax(es) Ltd., AKA 20^th^ Century Fax(es)*, 15 FCC Rcd 24,406, 24,411
    (2000).

[^20]: *See* 47 U.S.C. § 503(b)(4)(C); 47 C.F.R. § 1.80(f)(3).

[^21]: 47 C.F.R. § 1.80.