WASHINGTON, DC: Such is the success of the Federal Trade Commission's Do-Not-Call register - currently listing 145 million phone numbers - that the Direct Marketing Association supports its continuance beyond the original five year period.

Given the DMA's initial opposition to the scheme back in 2003, why the about-turn?

It initially argued that the register could single-handedly halve the $100 billion in annual sales generated by telemarketing and threaten up to two million jobs.

But that apocalypse didn't happen and, says DMA evp Jerry Cerasale, marketers have now adjusted to the list and are reluctant to risk angering consumers who don't want to be called.

Meantime FTC chairwoman Deborah Platt Majoras has put on ice the planned consumer re-registration due next year, awaiting the outcome of a House Energy and Commerce Committee vote on legislation reauthorizing the embargo.

Data sourced from AdAge.com; additional content by WARC staff