Steep fines for some robocalls start Tuesday
Telemarketers must get written permission, but informational, political, charitable messages still OK
By Don Sadler
They have become the bane of practically everyone who owns a telephone, whether cell or land-line: so-called “robocalls.” These prerecorded commercial telemarketing calls come in at all hours of the day and night, and until now, there wasn’t much anyone could do about them.
But that’s all going to change Tuesday, when such calls will be prohibited unless the telemarketer has obtained permission from consumers who say they want to receive them, or if message senders meet other conditions.
Mike Boynton, vice president of marketing with the Better Business Bureau of Greater Atlanta, explains the details of the new rule and how it will affect consumers and businesses:
Q: Explain exactly what the new rule states with regard to these prerecorded telemarketing calls.
A: The new requirement is part of amendments to the Federal Trade Commission’s Telemarketing Sales Rules (TSR) that were announced a year ago. It states that sellers and telemarketers who transmit prerecorded messages to consumers who have not agreed in writing to accept such messages will face penalties. These calls are prohibited whether or not consumers have previously done business with the seller.
Q: How large are the penalties?
A: Penalties can be as high as $16,000 per call. The FTC will rule on penalties for each instance based on things like how egregious the violations are, whether there is harassment and other factors like that. I believe they will lend their full weight to this to send a strong message to the marketplace.
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