CMOR, The Council for Marketing and Opinion Research, is in favor of extending the sliding scale rule on a temporary basis.

 

Because we believe technology has not yet developed and disseminated at a rate allowing this rule to be phased out, we feel it is essential to continue the current approach.

 

However, we strongly encourage the Commission to review the rule again, after a period of three to five years, and then reevaluate the existing technological advances. Of course, it will also be essential for the Commission to review how widespread and affordable those advances have become.

 

In essence, we support the general approach the Commission proposes to take. We feel it provides an incentive for technological innovation, but also provides time for such advances to become both common and cost-effective.