The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. There is every reason to believe the Canadian Marketing Association (CMA) when it says new rules governing telemarketing are unworkable and an unfair burden on businesses. In an era when technology has created the ability to tap into databases quickly and inexpensively, it is foolish to expect organizations to maintain their own do-not-call lists separately, and not to pool their resources. Ultimately, it’s likely the requirement to maintain lists in silos and for each telemarketing company to spend countless millions of minutes divulging 1-800 numbers, explaining opt-out procedures, and the like will simply add to the time spent unwillingly on the phone by Canadians.   A centralized do-not-call list, maintained by an organization the mandate of which is to protect the golden goose, well-advertised and easily tapped into makes sense, both for telemarketers and for consumers. Any organization with the ability to run a call centre certainly has the wherewithal to tie its systems in to a centralized database running on common protocols to ensure customers who have said they don’t want to be bothered aren’t bothered. A smooth-functioning system that provides customers, who ask to be taken out of the loop, quick feedback and validation of their request will ultimately convince Canadians their government won’t need to take more drastic measures. If, on the other hand, consumers must deal with multiple lists, and the untold minutes they’ll spend on the phone to find numbers and opt-out information, demands to ban the practice will only increase. Canadians are fed up with spam and unwanted intrusions into their precious non-working hours. A regulatory framework that seems designed to increase the interruptions - and the length of time each takes to end - is a disservice to us. The CRTC will take far too long to deal with the CMA’s Part VII application and to bring it to a satisfactory conclusion for businesses that use telemarketers and for consumers who no longer want to talk to them. We hope Cabinet deals with the matter quickly, with an order to the CRTC to review its half-measures as expeditiously as possible.