WWJD Challenged As Offensive And Harassing By Big Business

Published Tuesday, June 16th, 2009 in Culture & Society

Bullseye Collection Agency’s (Bullseye) use of the acronym “WWJD” as part of a business motto has been called “offensive” and “harassing” in a federal lawsuit filed by one of Bullseye’s competitors, Bureau of Collection Recovery, LLC (BCR). Owned by Mark and Sara Neil, BCR claims that Bullseye’s WWJD motto violates the federal Debt Collection Practices Act (the “Act”). Liberty Counsel, which represents Bullseye, argues that WWJD does not violate federal law, and even if it did, the federal law would violate the First Amendment.

Bullseye is a small, family owned business that uses the insignia WWJD as a reminder to act with diligence and respect in an industry traditionally characterized with ruthlessness and incivility. Bullseye sent out a general collection letter to Mark and Sara Neill for $88.00. The Neils, whose company BCR is a giant competitor collection company with offices in the United States and India, claimed they were offended by the use of “WWJD” in the upper right corner of the letter. WWJD is an acronym that sometime means, “What Would Jesus Do?” The Neils filed suit alleging that “WWJD” was intended to frighten and condemn debtors. The allegation is absurd.

Bullseye Collection Agency has every right to use “WWJD” on its stationery. No one would credibly claim that mottos such as “What Would Lincoln Do?” or “What Would Confucius Do?” or “What Would Jerry Do?” violates the Act. Neither is it credible to claim that WWJD violates federal law.

Bullseye has filed a counterclaim for abuse of process and civil conspiracy against Mark Neill, Sara Neill and BCR. BCR and the Neils are using their anti-Christian bias to promote their business and destroy their small, family-run competitor. Prior to receiving legal help from Liberty Counsel, Bullseye incurred significant legal fees and costs. As a result, Bullseye was not able to pay its employees – mothers and grandmothers – their annual Christmas bonus in 2008.

Horatio Mihet, Senior Litigation Counsel for Liberty Counsel, stated, “WWJD is not illegal. Competitor businesses may not use the courts to crush their competition and press their intolerance of Christian viewpoints. The Fair Debt Collection Practices Act forbids only religious slurs and insults, but does not prohibit courteous references to people of historical, philosophical or religious significance. Courts cannot be used to legitimize religious harassment. The big business bully thought it could crush its competition by pouncing on it with a lawsuit. Liberty Counsel will not permit that to happen.”