We understand that the forthcoming Federal Trade Commission study of a national “do not call” list (“Proposed telemarketing limit faces hang-ups,” Business, Jan. 24) will receive much public and media attention.
Since 1955, a code of conduct has united members of the Chicago Association of Direct Marketing, including telemarketing companies, in addressing consumer issues in a positive manner. As recently as last year, CADM updated this code to take into account changing technology. Telemarketing members not only must be compliant with this code, but also with the Federal Telemarketing Sales Rule.
The current rule requires telemarketers to limit calling hours from 8 a.m. to 9 p.m. and to identify themselves. The rule prohibits telemarketers from lying or misrepresenting information and from calling a customer who has asked to be removed from their lists.
In studying the ramifications of a “do not call list,” the FTC must take into consideration regulations and practices already in place in the industry. The proposed changes threaten to put the marketplace into a tailspin that will put more than 3,000,000 jobs nationwide at risk. Further, the proposed changes do nothing to address confusion caused by creating such exemptions as long-distance phone companies, political campaigns, non-profit organizations, and airlines. And finally, these regulations could significantly reduce the ability for the majority of consumers to receive information and buying opportunities that work for them.
