Panel: DNC Devil Is in the Details

Share this content:
PHOENIX -- Telemarketers who get tripped up on no-call violations may have gotten the basics right but encountered problems with the nuances of the new federal rules, a panel told members of the American Teleservices Association yesterday.


Speaking at the ATA's 20th Annual Convention and Exhibition here at the J.W. Marriott Desert Resort & Spa, the panel warned members that many gray areas in the new telemarketing regulations could prove troublesome. Panel members urged telemarketers always to take the most conservative approach possible to avoid being made an example by federal regulators.


Panelists told telemarketers to pay attention to important details such as tracking contacts to customers who qualify as existing business relationships. Telemarketers can call these customers up to 18 months after a transaction or three months after an inquiry. But once that time expires, those contacts must be scrubbed from calling lists.


Andrew Miller, vice president of relationship management with teleservices provider APAC, told ATA members to document their compliance practices assiduously. Such records could provide some protection when federal regulators come knocking, he said.


The panel cautioned members to be careful about relationship-marketing programs because an existing business relationship exemption that a company has with a customer may not always extend to that company's partners.


They also warned that regulations beyond the no-call list take effect soon, such as the abandoned-call rules that start Oct. 1 along with the no-call registry as well as the caller-ID requirement that starts in January.


Loopholes in the federal rules probably will become apparent, but telemarketers shouldn't try to exploit them, panel members said. Doing so would invite federal regulators to revisit the new rules and possibly toughen them.


"I wouldn't be surprised if we start finding loopholes when we start trying to comply and find ourselves five years from now with another rule to deal with," said panel member Karen Guiseppe, regional compliance manager with MBNA America. "We don't want that, either."


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here