DNC rules big improvement for consumers

Despite concerns that the CRTC's new telemarketing rules leave too many openings for unsolicited telephone calls, the national do-not-call (DNC) list is a big improvement for consumers, according to the Canadian Marketing Association (CMA). Speaking with Network Letter earlier this month, Wally Hill, the CMA's VP of public policy and communications, explained that people will be far better off under the new rules. "At the end of the day, I don't think away from the fact that...those consumer who are passionate about not hearing from telemarketers will find this a big improvement and a great service," he said. Released on July 3, Telecom Decision 2007-48 sets the rules that all organizations must follow when using telemarketing, but more importantly it establishes the terms and conditions for exemptions to the rules. As was passed in legislation in 2005, political parties, charities, polling firms, newspapers and organizations with an existing business relationship don't have to follow the national DNC. It is these exemptions that some critics have blamed for watering down what could have been effective rules because too many organizations would qualify. In the minds of some, there aren't many organizations that don't qualify for an exemption. "That's just not an accurate thing to say," countered Hill. "It's actually misleading for some of the people to be making the statements they've been making. They have a point of view but it's distorting the reality of what's been put in place here. With regard to businesses marketing goods and services in this country, it is a pretty sound framework being put in place." Organizations on the exemption list aren't, however, relieved of their obligations to keep an internal list. The CMA lobbied hard, and was successful, in securing an exemption covering existing business relationships. For example, banks or insurance companies can still contact customers without requiring their explicit consent to do so. Hill said that a customer can be requested to be put on a bank's internal DNC, but the bank should have the right to contact that customer. "Why not default to assume that those people who've chosen to deal with a clothing chain may want to hear about a new sale or a new product that an insurance company is offering?" he asked. And there is a remedy for customers who don't want to be contacted. "As soon as that one call is made, can say, ‘I love your services, but please contact me by mail in the future.' It's a very reasonable formula."

DNC rules big improvement for consumers

News | 07/24/2007 6:33 pm EDT

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