By JOHN H. WALKER

L’Observateur

If you own or operate a business and have recently received a notice regarding Yellow Pages advertising, be careful, for it may not be want it seems.

Look carefully for the words, “THIS IS NOT A BILL. THIS IS A SOLICITATION. YOU ARE UNDER NO OBLIGATION TO PAY THE AMOUNT STATED ABOVE UNLESS YOU ACCEPT THIS OFFER.”

That’s right, what looks to be a renewal notice for directory advertising is nothing more than a solicitation — but attorneys general all across the country say more than a few businesses have been separated from their hard-earned money because they were paying for something they had ordered.

The thing that throws most people is the logo with the famous “walking fingers.” That causes most people to automatically assume they are dealing with “the local telephone company” and to not question the piece of paper.

The solicitation may lead you to believe that your business already has been listed in the telephone directory and you are now being billed when, in fact, you are only being solicited for placing an ad.

Typical language used on the ad solicitations, such as “present listing information;” “prompt payment is necessary to guarantee ad placement in the directory;” “renewal payment stub;” and “directory listing renewal invoice” also may appear on Yellow Pages invoices. This adds to the confusion.

Whether or not you see the solicitation disclaimer or not, be wary.

Consider taking the following additional precautions:

• Investigate the company and its product before responding.

• Ask for a copy of a previous directory edition.

• Ask the publisher for written information about its directories. Ask for distribution figures, the method of distribution, and the directory’s life span.

• Ask where the directories are distributed and whether they go to all local telephone customers.

• Ask if directories are available free. If there is a fee, ask for the cost.

• Call your local Yellow Pages publisher to learn if it is associated with the company soliciting your business. If more than one Yellow Pages publisher distributes directories in your area, call the publishers whose books you are considering for your ad; ask if they are associated with the company that sent you the solicitation.

• Check with consumer protection officials in your state and in the state where the company is located to learn if they have received any complaints about the publisher. Keep in mind, however, that suspect companies often leave before complaints are registered or before local authorities have a chance to act. Just because your local consumer protection agency has no complaints on file against a company, that does not mean the business is legitimate.

If you believe you have been the victim of this misrepresentation scheme, contact the U.S. Postal Inspector office through your local post office.