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In these cases, the business usually receives a copy of a legitimate-appearing yellow page ad--often a copy of the actual ad contained in the legitimate publication. In other cases, the document received may simply show the Yellow Pages category and request that this be reviewed and confirmed as being listed under the correct category.
Often these documents are very official appearing and it is very easy to mistake them as a confirmation of a listing in the local telephone service's Yellow Pages.
The invoice enclosed with the "confirmation" document is designed to deceive the business into believing it came from the local Yellow Pages directory of the local telephone service.
What is actually provided, however, is a listing in some obscure directory, perhaps even a low-hit Internet Yellow Pages directory.
It is easy for businesses to be deceived by these scams, since neither the words "Yellow Pages," nor the "Walking Fingers" logo or symbol are copyrighted or trademarked.
To avoid any confusion in this area, Loss Prevention Concepts, Ltd. recommends that businesses always deal closely with their local telephone representatives in regard to Yellow Pages advertising.
While advertising or listing in other publications may be beneficial and provide exposure which may produce sales, marketing strategies used by reputable directory publishers, not related to local Yellow Page, do not use deceptive come-ons like these, but rely on their own earned reputations to sell their services.
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