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Bullseye Collection Agency’s (Bullseye) use of the acronym “WWJD” as part of a business motto has been called “offensive” and “harassing” in a federal class action lawsuit filed by Mark and Sara Neill. Mr. Neill is the President of one of Bullseye’s competitors, Bureau of Collection Recovery, LLC (BCR). The Neills claim that Bullseye’s WWJD motto violates the federal Debt Collection Practices Act (the “Act”).

Liberty Counsel, which represents Bullseye, argues that WWJD does not violate federal law, and even if it did, the federal law would violate the First Amendment.

Bullseye is a small, family owned business that uses the insignia WWJD as a reminder to act with diligence and respect in an industry traditionally characterized with ruthlessness and incivility. The Neills claimed they were offended by the use of “WWJD” in the upper right corner of the letter.

WWJD is an acronym that sometime means, “What Would Jesus Do?” The Neills filed suit alleging that “WWJD” was intended to frighten and condemn debtors. Their claim is absurd. No one would credibly claim that mottos such as “What Would Lincoln Do?” or “What Would Confucius Do?” or “What Would Jerry Do?” violate the Act. Neither is it credible to claim that WWJD violates federal law. 

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