"These self-regulatory programs are voluntary, but if companies refuse to participate or comply, the programs can refer complaints to the F.T.C. And the F.T.C.

"These self-regulatory programs are voluntary, but if companies refuse to participate or comply, the programs can refer complaints to the F.T.C. And the F.T.C. can sue those it sees as violating guidelines." More Orwellian redefinitions - now "voluntary" means do it or else. Just like "Voluntary service" requirements for high school graduation.