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Utility Marketing Affiliates: A Survey of Standards on Brand Leveraging and Codes of Conduct

Fortnightly Magazine - November 15 1998

text on state PUC activity in telecommunications can be found in: Vivian Davis and Michael Clements, NRRI Interconnection Data Bank: Topic Analysis, June 1998, pp. 1-2. See also, New Engl. Tel. & Tel. Co., Docket No. 5906, Dec. 4, 1996 (Vt.P.S.B.); New Engl. Tel. & Tel. Co., DE 96-252, Order No. 22,433, Dec. 4, 1996 (N.H.P.U.C.); Sprint Communications Co., L.P., Case 96-C-0864, Jan. 14, 1997 (N.Y.P.S.C.); MCI Telecommunications Corp. Case 96-C-0787, Opin. No. 97-3, Apr. 11, 1997 (N.Y.P.S.C.); Sprint Communications Co., L.P., Case No. U-11203, Jan. 15, 1997 (Mich.P.S.C.); Sprint Communications Co., L.P., No. 96-1011-TP-ARB, March 6, 1997 (Ohio P.U.C.).

3 Wisconsin Bell, Inc., Docket No. 6270-TI-120, Dec. 12, 1996 (Wis.P.S.C.);

4 AT&T Communications of the Mtn. States, Inc., March 24, 1997 (Idaho P.U.C.).

5 Policy Statement, Nov. 23, 1996 (Pa.P.U.C.).

6 Case 8747, Order No. 74038, Feb. 23, 1998, 183 PUR4th 277 (Md.P.S.C.).

7 D.P.U. 96-44, Dec. 1996 (Mass.D.P.U.). See also, D.P.U./D.T.E. 97-96, June 1, 1998, 186 PUR4th 491 (Mass.D.T.E.).

8 See also, Case No. 95-656-GA-AIR, July 2, 1997, 178 PUR4th 451 (Ohio P.U.C.).

9 Docket GM-30-95, Dec. 21, 1995 (N.J.B.P.U.).

10 B 215, Natural Gas Competition and Deregulation Act, passed March 1997, Georgia General Assembly.

11 Case No. 97-M-0567, settlement agreement dated Dec. 10, 1997. See also, Case 97-M-0567, May 27, 1998 N.Y.P.S.C.).

12 According to telephone conversations with senior technical staff at commissions in the two states. See also, L- 980132, Feb. 13, 1998 (Pa.P.U.C.).

13 Case No. 96-E-0897, agreement and settlement, dated September 19, 1997, and Opin. 97-16, Nov. 3, 1997 (N.Y.P.S.C.).

14 98-0013, 98-0035, June 12, 1998, 186 PUR4th 508, and Sept. 14, 1998 (Ill.C.C.).

15 The Electric Service and Customer Choice Act, Section 16-121, signed November 1997.

16 An obvious exception might be if the incumbent's brand name conjured up generally negative connotations or rivals entering the market are themselves "household names" with deep pockets for advertising.

17 While "Codes of Conduct" is the term often being used, I prefer the term "Standards of Conduct" as carrying perhaps less normative baggage. "Codes" may connote more lofty aspirations associated with Boy Scouts' oaths, knights of old, self-discipline, ethics, and well-placed trust.

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