Funding model for DNCL still to be worked out

Chosen as the operator of the National Do-Not-Call List (DNCL) in one of the CRTC's last decisions of 2007, Bell Canada is already working on the finer details of setting up and operating the National DNCL with the expectation that it will launch by the end of September 2008.Critical to the establishment and ongoing operation of the registry is that it will be funded by the telemarketing companies. Under the rules, all telemarketers, including companies without outbound call centres or agents and those that contract firms to do telemarketing on their behalf, are required to subscribe to the list and pay the associated fees. Bell says it's too early to discuss a funding formula, though. "The structure and initial level of the fees have not yet been determined," the company writes in an email. Bell notes that the fees will need CRTC approval. The Canadian Marketing Association (CMA), which has operated its own Do-Not-Contact list for nearly 20 years, is onside with the creation of the National DNCL, but wants to make sure that the fees paid by the telemarketing community are just. "We have always supported the notion of marketers paying a reasonable and affordable subscription fee to support the database and the subscription service," Wally Hill, VP of public affairs at the CMA tells Network Letter, noting that for a full national list in the US, the cost ranges between $11,000 and $17,000."Some might feel that's pretty high, but it's not an unreasonable fee for a list covering an entire country. Often we point to that kind of range as something folks might expect here." According to the rules released last year by the commission in Telecom Decision 2007-48 and confirmed by Bell Canada, the operator of the National DNCL will be responsible for making an initial assessment of a complaint. If a preliminary evaluation reveals that an infraction has occurred then it is forwarded to the CRTC which will conduct a more thorough investigation and levy penalties if they are warranted. Individuals are subject to fines of $1,500 per infraction while companies would have to pay $15,000 per instance. While it may be easy to contact the large users and providers of telemarketing services - about 800 organizations subscribe to the CMA's DNCL - getting all telemarketers to subscribe to the list and pay fees may be a little more difficult. But Bell is confident that it can be done. "The CRTC has indicated that, as part of the implementation process, it will conduct an extensive public awareness campaign aimed at educating both consumers and telemarketers of the DNCL," writes Bell. "Telemarketers who fail to comply with various rules associated with the DNCL - including registering and paying the required fees - could be subject to monetary penalties." After the many starts and stops with the National DNCL, it appears that the key elements are falling into place, and by September this year, many consumers could have what they've longed for: an effective and efficient way to minimize the number of unsolicited telemarketing calls they receive.

Funding model for DNCL still to be worked out

News | 01/10/2008 2:13 pm EST

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