The International Window Film Association (IWFA) and the AIMCAL-Window Film Committee met recently for a second time with members of the Economic Crimes Division of the Florida Attorney General’s Office. The purpose of the meeting was to review both new and prior concerns over the accuracy and use of certain statements made by members of the industry about the level of protection afforded by the use of safety and security window films during hurricanes, as well as steps already taken and proposed by both groups to address these concerns.According to a statement from the IWFA, the officials expressed sincere appreciation for the industry’s proactiveness in these matters and for providing accurate information about the very real protection the film industry’s products can provide in hurricanes and other storm events.

“They now have the understanding that there are products designed and sold primarily for solar protection and others for specific safety and security purposes, and that sometimes all of these benefits may even be offered in a single product but only with specific statements of such combined benefits,” the statement reads.

The statement also notes that several issues were discussed that could cause immediate enforcement action against individuals or individual companies. The first of these is the use of statements such as safety/security films being “shutterless” hurricane protection. According to the announcement, this statement, used alone, could clearly be considered misleading or false. The second issue is stating or implying that the installation of a film qualifies for insurance discounts when, in fact, it does not or when the seller of the film does not have documentation of such a discount from Florida licensed insurance company.

“Use of either of these types of statements or methods could result in immediate enforcement actions being started by the Bureau of Economic Crimes,” the announcement reads. “Further, the Bureau representatives stated that the ‘use of scare tactics’ in general would be scrutinized closely to see if such tactics were used to confuse or mislead the consumer by ‘scaring’ them into taking some action.”

The window film industry representatives agreed to take the following actions:
· To send out another notice to its association membership making them aware of the several issues of concern that could precipitate the need for immediate enforcement action against a seller;
· To ask members to notify the Bureau of Economic Crimes directly of advertising or other promotion to consumers that clearly appears to be misleading;
· To work on an industry guideline that specifies a general level of protection, which safety/security films can achieve in hurricane situations; and
· To supply to the industry some sample benefit statements that can be made about such protection levels.

The groups agreed to accomplish these steps by the end of this current year. Another meeting will be scheduled as needed for further cooperation in early 2010.

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