Such is Joe and Josephine Public’s antipathy to outbound telemarketing that no fewer than 48.4 million residential phone numbers were logged by the Federal Trade Commission’s National Do Not Call Registry in the first sixty-six days of the program’s life.
What’s more, this fast-growing total excludes the nine million phone numbers transferred to the federal list from existing state lists.
The new federal regulations require telemarketers to remove all phone numbers registered with the NDNCR from their call lists. Those who fail to do so could be fined $11,000 (€10,202; £7,028) for each and every transgression.
During the program’s initial phase, all phone numbers registered between June 27 and August 31 must be removed by telemarketers effective October 1. From that date onward, commercial callers are required to check the register every ninety days and amend their call lists accordingly.
There are approximately 105 million US households. The American Teleservices Association argues that “more confusion than satisfaction will be created” by the register. It also claims the program could result in the loss of two million jobs.
Data sourced from: AdAge.com; additional content by WARC staff