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thedrifter
10-30-08, 08:25 AM
Sears’ Heroes gift registry returns after ethics complaints are resolved
By Lisa M. Novak, Stars and Stripes
European edition, Thursday, October 30, 2008

Sears’ Heroes At Home Wish Registry is back online following changes the company made to ensure the program no longer violated ethics standards for military personnel.

The company was notified two weeks ago by the Department of Defense that signing up for the registry would constitute "an improper solicitation" on the part of military servicemembers.

"As Sears characterized the re-structured program to us, we did not find that it violated the standards of conduct," said a DOD legal official.

When servicemembers initially signed up for the registry, they provided information that Sears used to create personal profiles for customers to view. Customers would donate money, which the store would use to purchase Sears gift cards for those individuals.

This was problematic because it equated to "military personnel improperly soliciting gifts in violation of the applicable Government ethics regulations," according to a letter sent to Sears Oct. 14 by DOD’s Office of General Counsel.

Under the new guidelines, approved by the Defense Department last week, servicemembers’ personal information, though still collected by Sears, is no longer posted on the registry.

Donors now give to the registry as a whole, not to individuals. Since standards of conduct apply to individuals, the revised program does not "create an improper solicitation or result in an improper acceptance of gifts for servicemembers," according to the general counsel’s office.

Still, personal information such as names and photos provided by servicemembers to participate in the program can be used by Sears for promotional or advertising campaigns under the terms and conditions of the program. The registration phase for the registry is open until Oct. 31.

The company also dropped rank restrictions that initially limited participation to personnel E6 and below. Sears officials said they wanted to make the promotion available to all military members. This was also one of the steps needed to comply with ethics guidelines, DOD said.

The registry can be accessed online at www.sears.com/shc/s/dap_10153_12605_DAP_Holiday+Wish+Registry.

Ellie