If many of us had a dollar for every instance in which a telemarketer or “robocall” interrupted a family dinner or busy day at work, we’d probably be rolling in the doe. Luckily, the rules that have for so long allowed marketing calls to permeate our daily lives are all about to change.
In an attempt to put a stop to these unwanted automated phone calls, the Federal Communications Commission announced last week that it will now require telemarketers to acquire written permission from consumers before placing a robocall. This new policy even eliminates the loophole enabling telemarketers to place a call if they had an “established business relationship” with the client, as consent will now be needed to do so.
"The order we adopt today will require written opt-in, and it will make it easy for consumers to opt out. We're closing loopholes that have allowed robocallers to sneak through," FCC (News - Alert) Chairman Julius Genachowski said, as reported by the Huffington Post (News - Alert).
In addition, all robocalls will now include an automated opt-out option so consumers can instantly inform telemarketers that they no longer want to receive calls. The FCC further clarified that “written consent,” doesn’t necessarily mean handwritten, as electronic forms are also acceptable.
While the FCC, along with the Federal Trade Commission, had previosuly drafted rules regarding unnecessary marketing calls, “too many telemarketers, aided by auto dialers and pre-recorded messages, have continued to call consumers who don’t want to hear from them,” as reported by CBS News.
Accordingly, FCC’s actions to crack down on robocalls have created a rather thin line between what calls are deemed appropriate, as the new regulations don’t apply to informational automated calls, made by charities, airlines, schools and pharmacies.
With robocalling, otherwise known as “cold calling,” on the chopping block, these marketers will surely face a new-fangled challenge for reaching existing and prospective customers. But for the categories of businesses previously mentioned that utilize automated calls to deliver information related to school closing, flight changes, and political campaigns, a legitimate voice broadcasting solution can be a smart alternative. These voice broadcast services typically equip companies with the ability to effectively reach out to a customer base rapidly and more reliably.
Tammy Wolf is a TMCnet web editor. She covers a wide range of topics, including IP communications and information technology. To read more of her articles, please visit her columnist page.
Edited by Amanda Ciccatelli