Continuity Marketing: Pleasures and Pitfalls

This was the negative option load-up. Unless the person said no, the books were shipped. The FTC caught on and said consumers did not have to pay for unordered merchandise and were under no obligation to return it; books sent under the negative option load-up were emphatically unordered.

So publishers were obliged to send a letter following payment for Volumes II and III that said: