4Life CEO Elected to DSA Board

Salt Lake City, Utah (January 10, 2019) 4Life President and CEO Danny Lee has been elected to the 2019 Direct Selling Association (DSA) Board of Directors.

The DSA works with the United States Congress, other government agencies, and consumer protection organizations to ensure appropriate representation under the law for its member companies. The Board of Directors is comprised of industry executives who help guide the DSA.

Lee’s assignment, which will be formally announced at the 2019 DSA Annual Meeting in Austin, Texas in June, came following a unanimous vote for the new post. In addition to his new responsibilities, Lee also sits on the CEO Council of World Federation of Direct Selling Associations (WFDSA).

On January 1, the DSA launched a new Direct Selling Self-Regulatory Committee (DSSRC) that will function as an autonomous unit of the Council of Better Business Bureaus. The DSSRC will police all direct selling companies and their distributors, not merely those members of the DSA. Online monitoring will give specific attention to opportunity messaging and product claims.

4Life Founder and Chairman of the Board David Lisonbee: “The launch of this new self-regulatory committee represents a great advancement in our industry’s commitment to compliance. I’m proud to see Danny keep stride with our heritage of industry leadership.”

The new DSSRC review-driven process will identify questionable business practices for remediation. A company’s non-compliance or non-responsiveness will be referred to the appropriate governing agency.

Lee: “It’s an honor for me to accept this assignment. As long-standing DSA members and Direct Selling Education Foundation supporters, 4Life is committed to upholding our industry code of ethics and participating as a good corporate citizen wherever we conduct business around the world.”

Calvin Jolley
Vice President
Corporate Communications
4Life Research USA, LLC