How will new robocalling rules affect your business?

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03/21/2012

Calling all alarm companies …

Are you robocalling into the void in an attempt to land new business, or to sell new products and services to existing customers? There are new rules that will soon affect you.

Under provisions of an order adopted Feb. 15 by the Federal Communications Commission, express written consent will be required from consumers before a company can place a marketing robocall to a residential or wireless number. The FCC also will require telemarketers to provide an automated “opt out” mechanism during each robocall, and it is sunsetting an important exemption for businesses placing such calls.

The bottom line for the alarm industry is that companies using robocalls to market products and services will no longer be able to do so under the “established business relationship” exception, according to Lou Fiore, chairman of the Alarm Industry Communications Committee. Instead, companies will have to obtain prior customer approval.

The good news for alarm companies is that the AICC petitioned regulators to protect certain industry uses of robocalling, and Fiore said the FCC adopted final rules that did just that.

“Alarm companies that use robocalls to try to reach customers to verify an alarm [after initial attempts by a live operator] should be able to continue such practice because it would appear to qualify as a call made for emergency purposes, and not a call made for a commercial purpose,” Fiore wrote in an online AICC missive. Calls to verify service appointments and to collect debt also will not require prior consent.

Implementation of the new rules is pending publication of approval by the Office of Management and Budget in the Federal Register. The exact time frame for that is uncertain, but it will happen. To determine the extent that it will affect the industry, the AICC is asking companies that use robocalling for marketing purposes to contact Fiore at ltfiore@aol.com by Friday, March 23.

And those political robocalls that we all know and love? They’ll still be allowed. Only seven months till November …

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