America’s Direct Marketing Association has warned it will oppose plans to introduce national telemarketing restrictions unveiled Wednesday by the Federal Trade Commission.
The FTC intends to set up a nationwide register of people who do not want to receive marketing calls, with fines of up to $11,000 (€10,726; £6,863) for marketers ignoring this list.
Although over twenty states have already imposed ‘do not call’ lists, the DMA is worried the publicity surrounding a federal law could spur more people to sign up to such schemes.
According to the watchdog’s chairman Timothy J Muris, the register will take at least seven months to take effect and is dependent on Congress approving plans to fund it through fees from telemarketers. Some states may not be covered at first.
The proposed regulations will also prevent marketers concealing the number from which they are phoning and restrict how they can use credit card information.
The DMA claims the FTC’s plans are “unlawful” and said it “intends to pursue all legal and equitable courses of action to protect the American teleservices industry.”
Data sourced from: multiple sources; additional content by WARC staff