Misleading Reverse Mortgage Ads Draw Scrutiny

False and misleading advertising was described at the National Reverse Mortgage Lenders Association's annual conference in San Diego as a "cancer" on the reverse lending business. "Even legal is not a high-enough standard, not in the eyes of the people looking over our shoulders," said NRMLA president Peter Bell during a session which covered many of the words, phrases and other come-ons that have attracted the ire of consumer advocates and policy makers. "Bad advertising is a poor reflection on each and every one of us," agreed moderator Jean Noble of Senior Lending Network, Melville, N.Y., a reverse mortgage servicer. Misleading advertising is "a huge liability for everybody in this room," Richard Peters, a direct marketing expert and a consultant to MetLife Bank's Reverse Mortgage Division, told the 650 attendees. "It takes 20 good ads to overcome one bad one." Poorly worded direct mail pieces, many of which are designed to look like they came from a government agency, "have policy makers hopping mad," Mr. Bell said. "Most of the regulatory issues we face are triggered by this kind of stuff." Noting that reverse mortgage lenders are working with a vulnerable population that is a protected class, the NRMLA president said the industry "has a duty to do more than use effective advertising."