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How the Telephone Consumer Protection Act Impacts Internet Lead Generation

By:
Editor
|February 4, 2014Last October, the FCC enacted its latest set of restrictions under the Telephone Consumer Protection Act (TCPA). These changes drastically affect online lead generation, specifically mandating that prior express consent be obtained, and eliminating the established business relationship for pre-recorded telemarketing calls.
While these restrictions seem very specific to telephone communication, they directly impact Internet lead generation.
In order to fully understand how this impacts the way consumers consent to be contacted by commercial communication, it is important to discuss the TCPA from a broad perspective.
A Background to TCPA
First passed in 1991, the TCPA restricts telephone solicitations and the use of automated telephone equipment, like autodialers and pre-recorded phone communications. Initial TCPA regulations most significantly impacted commercial solicitation to residences. The Direct Marketing Association (DMA), summarized the restrictions to:
- Limit the calls to the period between 8 A.M. and 9 P.M.
- Maintain a "do not call list" and honor any request to not be called again. When such a request is received, the requester may not be called again on behalf of the business for whom the solicitation is made. One error is allowed in a twelve month period. Subsequently, the soliciting companies are subject to penalties. A person's name must be kept on the "do not call list" indefinitely.
- Have a clearly written policy, available to anyone upon request.
- Have a clearly defined training program for their personnel making the telephone solicitations.
- If you are a service bureau, forward all requests to be removed from a list to the company on whose behalf you are calling. It’s that company that is legally liable under the TCPA, not the service bureau. The "do not call" request must also be honored by any affiliate or subsidiary of the company if there is a reasonable expectation on the part of the consumer that there request would apply also to the affiliate or subsidiary.
- Is made on behalf of a tax-exempt nonprofit organization
- Is not made for a commercial purpose
- Does not include an unsolicited advertisement, even if it is made for a commercial purpose
- Is made to a consumer with whom the calling company has an established business relationship. This relationship cannot be established merely by having made a prior solicitation call. The customer ends this exemption when he or her requests that no more calls be made.