PerformLine Announces PerformMatch™ BPS

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A Self Service Compliance Rules Set for Education Marketers

PerformLine, an online ad verification company, announced today the release of PerformMatch™ BPS, its Best Practices for Schools (BPS) rules set.

PerformMatch™ BPS is a set of compliance rules for higher education marketers to proactively begin self-regulation of their online advertising campaigns against misrepresentations.

PerformMatch™ BPS was created in accordance with the newly released Education Marketing Council's Best Practices Code and the Department of Education's proposed regulations "to ensure program integrity in higher education." The Department recently confirmed the rule will be published on or about November 1, 2010 and stated that "the rule would strengthen the Department's authority to take action against institutions engaging in deceptive advertising, marketing, and sales practices."

PerformMatch™ BPS employs a set of universal compliance rules crafted from current and proposed regulation documents and the industry's new standards for marketing practices in higher education. PerformMatch™ BPS utilizes seven rule categories that comprehensively cover every misrepresentation outlined by the Department of Education. In addition, PerformMatch™ BPS also provides schools the flexibility to customize rules to ensure compliance with their own brand guidelines.

PerformMatch™ BPS will help schools protect their brand and stay compliant against:

  • General misrepresentations for banned terms such as "degree completion time" or "course credit transfers"
  • Endorsements implied by use of elements such as government seals or references to "Obama"
  • Financial assistance terms such as "free scholarship" or "guaranteed financing"
  • Employability claims such as "guaranteed job" or "earn up to"
  • Improper disclaimers
  • Incentive offers such as "free" or "win"
  • Urgency tags such as "act now" or "offer expires"

"PerformMatch™ BPS demystifies the new complex regulations and allows schools to take immediate action towards running a compliant online marketing program," stated Alex Baydin, CEO of PerformLine. "This self-service rules set will help schools get their compliance programs operating quickly."

The PerformMatch™ BPS rules set will continue to evolve as new regulations are clarified ensuring that schools and their agencies using BPS will have the most up-to-date compliance tool available.

"Self-regulation will be crucial to online marketing efforts by schools as they enter this new era of compliance and products like PerformMatch™ BPS will play a critical part in that," stated Dave Wengel of LeadsCouncil. "LeadsCouncil and its members, like PerformLine, are committed to improving the online experience for marketers and consumers alike."

About PerformLine, Inc.
PerformLine, Inc is an online marketing and technology company focused on delivering campaign verification and compliance monitoring products and services for Advertisers, Agencies, Publishers and Ad Networks. The demand for transparency, brand protection and independent verification resulted in PerformMatch™ the broadest-reaching campaign verification platform in-market, offering Display, Email and Lead Generation verification all in one place. PerformLine, Inc. was founded in 2007 in New York, NY. For more information, visit

About LeadsCouncil
The LeadsCouncil is the largest independent association serving the online lead generation industry. It was formed in February 2010 by respected industry leaders Jay Weintraub and Dave Wengel. Jay and Dave created the organization in order to increase the awareness of effective online lead generation, help lead buyers connect with trusted sellers, and improve the consumer experience with online advertisements. More information about LeadsCouncil can be found on

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Claire Milazzo
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