Adscend Media said Friday it “vehemently denied” allegations by Facebook and...

p2). “At no time did we engage in the activity alleged in the complaints,” the company said, calling the allegations against it “absolutely and unequivocally false.” Adscend said it’s investigating whether its affiliates engaged in the alleged activities -- tricking users into giving their personal information in order to watch salacious videos -- and will “administer its longstanding company policy and immediately terminate” any affiliates that are responsible. Adscend lawyer Mark Rosenberg said the company didn’t appreciate the “public spectacle” that McKenna created around the lawsuits -- hosting a press conference Thursday at Facebook’s Seattle office -- without first “questioning” Adscend during McKenna’s investigation, and “even more inexplicably” not notifying Adscend before filing suit. McKenna allowed “public resources to be used in an irresponsible manner” and could do “tremendous harm” to Adscend’s reputation and business, Rosenberg said. He said Adscend was “fully prepared” to file a defamation suit against “the source of these false allegations.” Adscend is a member of the Performance Marketing Association, PMA Executive Director Rebecca Madigan confirmed. The group’s member Web page lists only charter members and “platinum” members such as Amazon, Yahoo, Dell and eBay. Adscend describes itself as a “performance-based marketing network.” Madigan declined to review the allegations against Adscend and give her judgment on whether the company’s alleged activities run afoul of accepted practices in the industry. “I have no knowledge of this case” and wouldn’t comment on litigation involving any PMA member, she said. PMA’s website points its members to FTC regulatory guidance on matters such as CAN-SPAM Act compliance and links to a 2009 article about state attorneys general taking actions against affiliate marketers -- a key element in the Adscend suits -- and how those marketers can “avoid raising the ire of the law.” The association also maintains several working groups, including for “anti-fraud/anti-abuse” and a code of conduct, though a handful appear to be in the recruiting stage. Adscend isn’t listed as participating in any working group.