NEW YORK (Dow Jones)--Shares of Internet service and products provider United Online Inc. (UNTD) dropped as much as 14% Wednesday following a U.S. Senate committee report and hearing on Internet marketing tactics.
The Senate Committee on Commerce, Science and Transportation criticized post-transaction marketing in a staff report and hearing Tuesday, saying the practices of certain direct marketing companies are misleading. United Online, through a couple of its units, generates some advertising revenue from the marketing companies that are the focus of the Senate investigation.
The Internet service and products provider said in a Securities and Exchange Commission filing Wednesday that any modifications to industry or the company's business practice terms, as well as changes to agreements for post-transaction sales, could cause a decline in advertising revenue and profits.
A representative from United Online wasn't immediately available to comment further.
In recent trading, United Online shares slid 9.4% to $7.60 after earlier falling as low as $7.21. Despite Wednesday's losses, shares have climbed 24% year-to-date.
B. Riley analyst Mike Crawford called the stock decline an overreaction. He said in an interview that stronger-than-expected results from United Online's FTD unit could help offset advertising revenue declines from any changes to the current model.
The Senate committee has been investigating the e-commerce practices of three direct marketing companies - Vertrue Inc. (VTRU), Affinion Group Inc. and Webloyalty Inc. - for the better part of the year. The investigation has focused on post-transaction marketing in which customers on e-commerce Web sites sometimes incur charges after a pop-up window appears offering cash-back rewards if they sign up for an online membership service. The committee, led by John D. Rockefeller (D., W.Va.), wants to know how online consumers find themselves charged on an ongoing basis for unwanted club memberships offered by the marketing companies or their subsidiaries.
"Although this investigation is not yet complete, it is clear at this point that these three companies use highly aggressive sales tactics to charge millions of American consumers for services the consumers do not want and do not understand they have purchased," the report said.
The report also said some of its key findings are that using aggressive sales tactics to enroll customers in unwanted membership clubs is a billion-dollar business and e-commerce companies know their customers are being harmed by the aggressive sales tactics.
Earlier this month, 16 companies that make sales over the Internet were sent letters asking whether they use a "data pass" process to transfer their customers' billing information to one of the three marketing companies.
Those 16 companies included two units of United Online - FTD and Classmates Online Inc. - as well as 1-800-Flowers.com Inc. (FLWS), AirTran Holdings Inc. (AAI), Continental Airlines Inc. (CAL), Shutterfly Inc. (SFLY), US Airways Group Inc. (LCC) and VistaPrint NV's (VPRT) VistaPrint USA Inc.
While most of the other companies traded slightly lower, including Shutterfly down 2.6%, VistaPrint fell 6.5% to $50.95.
Barrington Research analyst Kevin Steinke said VistaPrint generated a "very" small percentage of its fiscal first-quarter revenue - only about 2.3% - from relationships with member-discount programs.
"The bottom line is that, in my view, this is a complete non-issue for the stock," Steinke said in an interview, adding he also sees no litigation risk. "I view this as a buying opportunity."
A representative from VistaPrint wasn't immediately available to comment.
Meanwhile, United Online said in an SEC filing that the companies being investigated by the committee--and that have contractual relationships with United Online--have announced changes to their post-transaction marketing practices, according to the Senate report.
The company expects "certain of its arrangements or practices relating to post-transaction marketing will be terminated or modified in the near term, and is currently reviewing other post-transaction opportunities, which may be with the same vendors."
United Online also said its revenue from post-transaction sales year-to-date was $14.9 million for Classmates and $5.3 million for FTD. In early November, the company projected total revenue for the year of $975.6 million to $983.6 million.
Sidoti & Co. analyst James Cakmak said on an annualized basis, the impact could be a 20-cent hit to earnings.
"Although we do think that this could have a potential negative effect on earnings as much as 20 cents, given the depressed valuation of UNTD stock, we don't think it's that significant," Cakmak said in an interview.