The law provides that gift cards cannot expire within five years from the date they were activated and generally limits inactivity fee on gift cards except in certain circumstances, such as if there has been no transaction for at least 12 months. On a state-by-state basis, the biggest differences consumers face are the rules governing fees, the rules on whether balances escheat that is, return to the state if unclaimed, the rules on whether cards can be reclaimed for cash, and the rules on whether a legal definition separates gift cards and gift certificates. Gift Cards issued in compliance with the laws of states that do allow expiration dates provide more certainty as to the termination of rights in the breakage, due to the lack of clear regulatory and statutory guidance, there would always be a risk that a card holder or a class of card holders would make a claim to recover the breakage. Other state laws require escheatment only if the gift cards and certificates include expiration dates and or the issuer charges an inactivity fee. In addition, state laws differ regarding the definition of gift cards and certificates and the distinction between gift cards and stored-value cards. VT NH MA RI CT NJ DE MD Kansas, Kentucky, Missouri, Oregon, and South Carolina escheat provisions, which govern the states rights to unclaimed property, do not specifically include gift cards. Future legislation may change these states rights to claim unused gift cards. Figure 2-2 shows how businesses can take advantage of demographically targeted sites. The advertisement to work from home that appears at the top of a page on MommySavers clearly targets stay-at-home moms. I have come to regard advertising as part of the product, to be treated as a production cost, not a selling cost. It follows that it should not be cut back when times are hard, any more than you would stint any other essential ingredient in your product. Start every video with a greeting, your name, and business name. Finish with your business name and tag line. I do this for all my videos as they act as two little plugs for this book, and also encourage users to Click the subscribe button to tempt more subscribers and guarantee future views. My YouTube intro and sign-offs are as follows Curtis Publishing paid me two antique china lamps for writing this advertisement in my spare time. They did not guess my real motive to make it impossible for them to fire the editor of Holiday magazine. The signatories were the heads of the twelve biggest agencies Holiday s customers. Washer, Tim, 121 123 , 175 176