Joe LaRocca is standing by his testimony before the U.S. House Sept. 22 despite NetChoice's Sept. 23 demand for a public apology to the "millions of Americans who have ever sold anything online."

In a hearing about the growing problem of fenced goods moving over the Internet, LaRocca, the National Retail Federation vice president for loss prevention, told lawmakers, "The Internet seems to be contributing to a brand-new type of retail thief -- people who have never stolen goods before are lured in by the convenience and anonymity of the Internet."

In his prepared comments, LaRocca added that legitimate sellers become "hooked" by the "addictive qualities" of selling online, and that these sellers begin to steal so that they can "support their online selling habit."

That prompted NetChoice, a coalition representing, among other e-commerce members, eBay, to demand an apology:

This week, in prepared remarks delivered to the U.S. Congress, National Retail Federation executive Joe LaRocca insulted American online sellers of goods by drawing parallels between their activities and those of drug addicts and criminals. NetChoice, a coalition of companies that is dedicated to removing barriers to eCommerce, calls on Mr. LaRocca and the NRF to publicly apologize to the millions of Americans who have ever sold anything online.

Not going to happen, said LaRocca. In a telephone interview with On the Mark, LaRocca told me, "Well, I guess to start, I'm disappointed eBay's lobby group would resort to distorting my comments. The Internet can entice people -- good people -- if an opportunity [to steal] comes up. This is in no way about online versus offline. The majority are hardworking, honest people. But, no, I'm not going to apologize."

LaRocca said the "anonymity" of selling in a "pawn shop atmosphere" is simply irresistible to some.

To counter the threat of fenced goods, the NRF is pushing Congress to approve legislation that would effectively allow retailers to skip the police and simply issue take-down notices to sites such as eBay if the retailers can produce evidence that listed goods are of dubious origin. The NRF also wants reporting requirements for anyone who sells more than $12,000 worth of goods in a 12-month period.

Steve DelBianco, executive director of NetChoice, countered, "The fact is, the NRF is pushing its competition-killing legislation through Congress right now. With our economy teetering, demonizing the very people who are creating businesses and offering value-conscious consumers more choice is not only insulting, it's destructive and dangerous."