What’s Your Telemarketing Game Plan for Sept. 1?

The Federal Trade Commission (FTC) last year adopted an amended Telemarketer Sales Rule (TSR) citing consumer protection against unwanted marketing communications. As of Dec. 1, 2008, prerecorded sales calls must provide an easy opt-out feature.

 

More significant, beginning Sept. 1, 2009, automated sales communications can be delivered only to those recipients who have provided their “express written consent” to receive them. Having an existing business relationship will no longer suffice as sufficient approval for organizations to try to sell goods or services via an automated, prerecorded message.

 

The FTC Telemarketing amendment is a unique opportunity for organizations because it combines both critical and strategic issues: the urgency of a time deadline (i.e. they must obtain permission by Sept. 1) and a strategic opportunity that can affect long-term success by enabling more targeted, effective marketing.

 

For certain the amended TSR rule is a game changer. Organizations must act quickly to maximize the percentage of consumers that they will be able to cost-effectively market to via automated calls.

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