Saturday, May 3, 2025

Statement of the Law – 15 U.S.C. § 1666i (Fair Credit Billing Act Defense)

There have not been many cases that have used 15 U.S.C. § 1666i as an affirmative defense, but the cases that have examined the issue uniformly agree that an affirmative defense to a debt collection lawsuit is the proper method for a consumer to assert the right, limited only to the extent that the contested debt remains unpaid. The consumer must make a good-faith attempt to resolve the issue with the merchant, according to the statute.  Notice to the credit card issuer is not required. 


This is not a billing error issue. This is different, and it specifically descends upon the assignees of the debt. The defendant was entitled to withhold payment.


Statement of the Law – 15 U.S.C. § 1666i (Fair Credit Billing Act Defense)


Under the Fair Credit Billing Act (FCBA), 15 U.S.C. § 1666i, a credit cardholder may, under limited circumstances, assert claims and defenses against the creditor arising from a dispute with a merchant regarding a credit card transaction. Although the provision does not create an affirmative private right of action, courts have consistently recognized its use as a defense to payment when certain statutory criteria are met.
Specifically, § 1666i(a) provides that a cardholder may assert “all claims (other than tort claims) and defenses arising out of any transaction in which the credit card is used as a method of payment,” but only if:

  1. The cardholder has made a good faith attempt to resolve the dispute with the merchant;

  2. The amount at issue exceeds $50; and

  3. The transaction occurred:

    • In the same state as the cardholder’s mailing address, or

    • Within 100 miles of that address.

Further, § 1666i(b) limits the consumer’s right to withhold payment to the amount of credit outstanding for the disputed transaction at the time the cardholder first notifies the card issuer of the dispute. Courts interpreting this provision, most notably in Hasan v. Chase Bank USA, N.A., 880 F.3d 1217 (10th Cir. 2018), have held that “credit outstanding” means the unpaid balance attributable to the disputed transaction at the time of notice. Once the balance is paid in full, the defense is no longer available.

Moreover, courts have uniformly held that § 1666i is defensive in nature. It allows a consumer to withhold payment or assert claims only in certain proceedings, such as:

  • In response to a debt collection action;

  • As part of a claim under the Truth in Lending Act (TILA); or

  • In litigation initiated by the card issuer to recover payment.

This defense may be raised against successors-in-interest, including third-party debt buyers, if they stand in the shoes of the original creditor and are subject to the same legal constraints and limitations, per principles of assignment law.


Elements the Consumer Must Establish to Invoke § 1666i as a Valid Defense

To successfully assert § 1666i as an affirmative defense to a debt collection lawsuit, the consumer must prove the following elements:

  1. The transaction was made using a credit card
    The dental services must have been charged using a credit card covered by the FCBA (not a debit card, check, or other payment method).

  2. The consumer has a valid, non-tort claim or defense against the merchant
    The consumer must show that:

    • Part of the dental services paid for in advance were never rendered; and/or

    • The services rendered were defective or failed to meet contractual expectations.

  3. The dispute involves more than $50
    The amount in controversy must exceed the statutory threshold. This applies to the portion of the transaction the consumer is disputing.

  4. The transaction occurred within the statutorily defined geographic limits
    The consumer must demonstrate that:

    • The dental services were contracted for in the same state as the cardholder's billing address; or

    • The merchant was located within 100 miles of that address.

  5. The consumer made a good faith attempt to resolve the dispute with the merchant
    This requires evidence of effort to contact or negotiate with the dental provider before asserting the defense, such as:

    • Letters or emails requesting correction or refund;

    • In-person conversations;

    • Filing of complaints with relevant licensing or consumer agencies.

  6. The cardholder notified the card issuer while there was still credit outstanding
    The consumer must prove that at the time the dispute was raised with the issuer, there remained an unpaid balance on the account related to the disputed dental transaction. If the cardholder had already paid the balance in full, the defense is unavailable (Hasan).

  7. The plaintiff is a successor-in-interest to the credit card issuer
    If the case is brought by a third-party debt buyer, the consumer must argue that the debt buyer stands in the shoes of the original creditor and is bound by the same defenses, including those under § 1666i (see Moynihan v. Providian and Beaumont v. Citibank).

  8. The consumer is asserting the defense to avoid payment—not seeking affirmative relief
    Courts limit § 1666i’s application to defensive use only, not for obtaining damages or refunds. The consumer must emphasize that this is an affirmative defense in a collection action.


Other cases that apply or interpret 15 USC 1666i of the Fair Credit Billing Act.

Singer v. Chase Manhattan Bank, 890 P.2d 1305 (Nev. 1995)

  • Addressed the geographic limitation in 15 USC 1666i(a)(3)

  • Enforced the statute's 100-mile limit for transactions that occur outside the cardholder's state 

  • Declined to create exceptions to this geographic limitation

Moynihan v. Providian Financial Corp., No. JFM-02-2795 (2003 USDC D. Md.)

https://www.casemine.com/judgement/us/59147913add7b049343f1354

The court in Moynihan explicitly states that "§ 1666i provides cardholders who meet the criteria of 1666i(a) and who possess a valid non-tort claim or defense against a merchant the right to chargeback certain outstanding amounts by withholding payment." 

  • Interpreted 1666i as not creating an independent cause of action

  • Held that 1666i only allows cardholders to assert claims in three instances: as justification for withholding payment, in lawsuits filed by card issuers to collect, or in connection with TILA violation lawsuits 

  • Concluded that 1666i provides a chargeback right, not an affirmative cause of action

The court explicitly states that "§ 1666i does not create an independent cause of action for a cardholder" but instead only allows cardholders to assert claims against card issuers in three specific instances.

The opinion confirms that § 1666i only permits cardholders to assert claims: "(1) as a justification for withholding payment; (2) in any lawsuit filed by the card issuer to collect on the account; or (3), if appropriate, in connection with a lawsuit brought by the cardholder for a violation of TILA."

The court cites 12 C.F.R. § 226.12(c)(1) to support its interpretation that the FCBA provides cardholders "the right to chargeback certain outstanding amounts by withholding payment."

The opinion specifically notes that "Moynihan did not withhold payment. Rather, he filed this suit seeking affirmative relief against Providian," which is precisely why his claim failed.

The court cites Beaumont v. Citibank as being "directly on point" with regard to this interpretation of § 1666i.

Beaumont v. Citibank, No. 01 Civ. 3393(DLC), 2002 WL 483431 (S.D.N.Y. Mar. 28, 2002) Cause: 28:1331

  • Referenced by the Tenth Circuit in Hasan

  • Found that the FCBA is structured to facilitate withholding of payment by cardholder

  • Determined that if a card issuer sues for payment, a cardholder can use 1666i defensively 

---------------------------------oOo---------------------------------

Baker v. Capital One Bank, Cause: 1:12-cv-00971-SEB-DKL (S.D. IN.  Nov. 26, 2012)

§ 226.12(c) of Regulation Z.  Section 226.12(c) is the implementing regulation for 15 U.S.C. § 1666i, which “allows a cardholder to assert any non-tort claims or defenses arising out of the underlying credit card transaction against a credit card issuer.”  Beaumont v. Citibank (S.D.) N.A., No 01. Civ. 3393(DLC), 2002 WL 483431, at *5 (S.D.N.Y. Mar. 28, 2002).  However, § 1666i does not create an independent cause of action.  Id. at *6-7.  Thus, because Baker has not alleged that Capital One committed any independent violation of the TILA under § 1640(e), her claim fails as a matter of law. 

---------------------------------oOo---------------------------------

These cases collectively establish that 15 USC 1666i:

1. Has a strict limit on claims based on "credit outstanding" at the time of notification

2. Contains geographical limitations (same state or within 100 miles)

3. Is primarily defensive rather than creating an affirmative cause of action

4. Provides no remedy for consumers who have already paid their credit card bills in full


Conclusion

Taken together, § 1666i provides a narrowly circumscribed but powerful defense for consumers in debt collection lawsuits where they were overcharged or misled by a merchant and acted promptly to dispute the charges. Where properly pled and supported by factual evidence, the defense may wholly or partially bar recovery by a third-party debt buyer seeking payment for the disputed transaction.



- - - - - - -
Thomas Fox, J. D.
Fox Paralegal Services
Lake Cumberland, Kentucky
thomas@foxparalegalservices.com

TEXT ONLY: 502-230-1613
Voice: 606-219-6982


Disclaimer:
This information is for general educational and information purposes only and should not be taken as legal advice. I am not a lawyer. I can provide legal information but not advice. The difference is that legal information is equally applicable to everyone. Legal advice is tailored to your specific situation, and it is based upon a personal relationship of trust between you, as a client, and a lawyer. Your communication with a lawyer may be privileged and protected by law. Your communications with me are not. It is advisable to consult with a qualified attorney in your specific jurisdiction for guidance on your legal rights and obligations. The laws of every state are different. Consulting with experienced local counsel is essential. If you are involved in litigation, I urge you to seek legal counsel.

Friday, May 2, 2025

Knowing Your Audience Persona Matters in Legal Marketing - with Template

Why Knowing Your Audience Persona Matters in Legal Marketing—Even If You Have to Guess

Legal marketing is full of smart-sounding advice—optimize your SEO, include calls to action, use storytelling, and update your Google Business listing. But beneath all of it lies one deceptively simple truth: you need to know who you’re writing for.

That’s where the concept of an audience persona comes in.


You’ve probably heard this before. Marketers love to talk about “ideal clients” and “customer avatars.” For lawyers, this may sound more like marketing jargon than something worth your time. But if you’ve ever struggled to write a blog post that connects with readers, or wondered why your content gets traffic but no calls, chances are the problem isn’t your writing—it’s that you haven’t clearly defined your audience.

Fortunately, solving that problem doesn’t require fancy software, a focus group, or a mountain of demographic data. It just requires a willingness to sit down, ask a few focused questions, and make an educated guess. That’s all a persona really is: a strategic guess about who you’re trying to reach and what’s going on in their head.


What Is an Audience Persona?

An audience persona is a simple profile of your ideal reader. It’s not a real person, but a fictionalized composite—a stand-in for the kind of person you want your blog post to help and attract.

For example, if you're writing for a debt defense practice in Florida, your persona might be:

A 42-year-old single parent named Angela who was just served with a lawsuit from a debt buyer. She works full time, lives paycheck to paycheck, and is terrified of wage garnishment. She doesn’t understand legal paperwork, isn’t sure she can afford a lawyer, and is afraid she’ll lose her job if her employer finds out.

When you know you're writing for someone like Angela, your blog post practically writes itself. You can speak to her situation, answer her questions, calm her fears, and give her a clear path forward. You're not writing “for the internet”—you’re writing for a human being in a moment of confusion and stress.


Why Personas Matter in Legal Blog Writing

You don’t need to be a marketing expert to understand why this matters. Imagine you’re at a party, and you don’t know anyone. You want to tell a story, but you have no idea who’s listening. So you hedge your language, skip details, avoid strong opinions, and generally come across like someone trying not to offend or bore anyone. And what happens? You bore everyone.

That’s how generic legal blog posts sound.

But when you write with a clear persona in mind, everything sharpens. Your tone becomes more natural. Your examples get more specific. Your advice becomes more relevant. You stop trying to sound like a lawyer talking to other lawyers, and start sounding like a human being who understands a problem—and can help solve it.


Do Personas Need to Be Based on Hard Data?

No. Not at all.

While some companies base personas on client surveys, analytics, and CRM data, most solo lawyers and small firms don’t have those resources—and they don’t need them. An educated guess, rooted in real-world experience, is more than enough.

You already know who calls your office. You know who shows up scared, confused, or angry. You’ve answered their questions a hundred times. All you’re doing now is distilling that knowledge into a usable format that keeps you focused while you write.

The goal is clarity, not perfection. You can revise your persona over time as you gather feedback or see which posts perform well. But starting with a clear picture of your intended reader will instantly improve the relevance and readability of your content.


How Personas Help You Write Better (and Faster)

When you define your audience persona before writing, you gain several advantages:

  • You know what tone to use (compassionate, assertive, reassuring, etc.).

  • You anticipate common fears or objections and address them in the post.

  • You choose the right examples—relevant, local, human—not just generic law school hypotheticals.

  • You write with confidence, because you’re not shooting in the dark.

And perhaps most importantly, you avoid the trap of overexplaining to some readers while underexplaining to others. You're speaking to one type of person—not everyone.


Try the Audience Persona Template

To make this easier, I’ve created a simple one-page persona template you can copy and fill out before writing your next blog post. It’s not fancy. It just helps you ask the right questions:

  • Who is this person?

  • What just happened to them?

  • What are they afraid of?

  • What do they want?

  • Why might they hesitate to reach out?

  • What kind of message will reassure them?

You don’t have to answer perfectly. You just have to answer. Once you do, you’ll find it much easier to craft blog posts that resonate, rank, and convert.

You can copy and paste the template from [this link / this post], or just scroll down and grab it.


Conclusion:
Don’t let the idea of “audience research” intimidate you. You already know your clients better than most marketers ever will. All a persona does is help you put that knowledge to work—so you can write with purpose, precision, and empathy.

If you'd like help developing personas for specific practice areas or building a system for legal blog writing, I'm always happy to assist, or use this template.

Audience Persona Template

Use this worksheet to clarify who you’re writing for and how to connect with them.


🔹 1. BASIC PROFILE

  • Name (fictional): __________________________

  • Age Range: __________________________

  • Gender (if relevant): __________________________

  • Location (city, county, or state): __________________________

  • Occupation / Income Level: __________________________

  • Education Level: __________________________

  • Family / Living Situation: __________________________


🔹 2. SITUATION / TRIGGER EVENT

What happened to make this person seek legal help?

  • ☐ Just got served with a lawsuit

  • ☐ Arrested or accused of a crime

  • ☐ Injured in an accident

  • ☐ Facing divorce or custody dispute

  • ☐ Dealing with wage garnishment or bank levy

  • ☐ Considering starting a business or estate plan

  • ☐ Other: _______________________________________

Describe the moment of crisis, concern, or confusion:




🔹 3. PAIN POINTS / FEARS

What is this person afraid of or frustrated by?

  • ☐ Losing their job or paycheck

  • ☐ Going to court alone

  • ☐ Being taken advantage of

  • ☐ Embarrassment or stigma

  • ☐ Legal costs

  • ☐ Not knowing what to do next

  • ☐ Other: _______________________________________

Write their internal monologue (in their voice):



🔹 4. DESIRES / OUTCOMES

What does this person want to achieve?

  • ☐ Make the problem go away

  • ☐ Protect income or assets

  • ☐ Keep custody of children

  • ☐ Get compensation or justice

  • ☐ Avoid public consequences

  • ☐ Understand their options

  • ☐ Hire someone they trust

  • ☐ Other: _______________________________________

What “happy ending” are they hoping for?



🔹 5. OBJECTIONS TO ACTION

What might stop them from reaching out or following through?

  • ☐ “I can’t afford a lawyer.”

  • ☐ “Lawyers won’t understand my situation.”

  • ☐ “I’m too ashamed to talk about it.”

  • ☐ “It’s too late to do anything.”

  • ☐ “I can do this on my own.”

  • ☐ Other: _______________________________________


🔹 6. TRUST SIGNALS THEY’LL RESPOND TO

What reassures this person that you’re the right lawyer?

  • ☐ Local knowledge or familiarity

  • ☐ Clear, simple explanations

  • ☐ Stories of people like them

  • ☐ Free consultations

  • ☐ Testimonials or case results

  • ☐ Down-to-earth tone

  • ☐ Flexible payment options

  • ☐ Other: _______________________________________


🔹 7. KEYWORDS & PHRASES THEY MIGHT SEARCH

(e.g., “sued by LVNV Funding,” “Florida wage garnishment,” “debt collection lawyer near me”)






✅ Notes or Ideas for Blog Topics Based on This Persona:





- - - - - - -
Thomas Fox, J. D.
Fox Paralegal Services
Lake Cumberland, Kentucky
thomas@foxparalegalservices.com

TEXT ONLY: 502-230-1613
Voice: 606-219-6982

- - - o O o - - - 

Let’s Talk.

If you have a writing, research, marketing, or paralegal project—whether you’re a lawyer, a non-lawyer, or an agency—I'd be glad to help you think it through. I offer clear-eyed brainstorming, practical advice, and professional-quality writing. Reach out for a quick conversation or a quote.


🔗 LinkedIn Profile - https://www.linkedin.com/in/thomaswfox


Disclaimer:
This information is for general educational and information purposes only and should not be taken as legal advice. I am not a lawyer. I can provide legal information but not advice. The difference is that legal information is equally applicable to everyone. Legal advice is tailored to your specific situation, and it is based upon a personal relationship of trust between you, as a client, and a lawyer. Your communication with a lawyer may be privileged and protected by law. Your communications with me are not. It is advisable to consult with a qualified attorney in your specific jurisdiction for guidance on your legal rights and obligations. The laws of every state are different. Consulting with experienced local counsel is essential. If you are involved in litigation, I urge you to seek legal counsel.