Telemarketing Laws 2017
Businesses who ignore telemarketing regulations put themselves at risk of a £500,000 fine from the telemarketing regulatory bodies - Ofcom and the Information Commissioner’s Office. An increasing number of complaints from the general public have led to a clampdown on telemarketing companies who continue to flout the law.
The telemarketing industry as a whole is regulated by these two official bodies, so what exactly are the rules and regulations regarding telemarketing?
The information below will help you stay on the right side of the law when undertaking a telemarketing campaign.
Telemarketing Hours + Rules
Telephone Preference Service (TPS)
The TPS is a register of individuals and companies who have chosen to
opt-out of receiving uninvited marketing calls on their landlines and mobile phones. Telemarketing companies are obliged by law to refer to this list before making any calls, and fines are common as a result of ignoring this regulation.
Even if calls are made by a third party telemarketing service, it is the business instigating the calls that receives the fine.
For more in-depth information on the TPS register, we recommend our expert guide.
In the UK there are no rules regarding the timing of sales and marketing calls, and this is one of the main complaints made by consumers who are disturbed at home by unwanted telemarketing calls.
You should bear in mind that a trade-off may have to be accepted as – yes, you can call prospects at any time of day, but who will want to buy your service/product when they are being disturbed at home late at night or early in the morning?
However, telemarketers in the US have to abide by rules laid down in the Telephone Consumer Protection Act, 1991, whereby telemarketing calls can only be made between the hours of 8am and 9pm unless a consumer expressly requests to be called outside of these hours.
Caller Identity / Caller ID
Telemarketing companies must provide an Automatic Number Identification (ANI) for all outgoing calls. This is in addition to a legitimate telephone number to Caller ID systems that the receiver can use to call back if they wish. This clarifies exactly who is calling in the event of a complaint, and provides a record of all calls made.
The telemarketing industry attracts negative comments and complaints from call recipients who have signed up to the Telephone Preference Service and still receive unsolicited calls. Companies who instigate these calls can be fined up to £500,000 for ignoring the regulations in this manner.
To ensure your campaigns are completely legal and to minimise the risk of getting fined, Expert Market only works with leading Telemarketing agencies throughout the UK.
If you’re looking for sales support on your next telemarketing campaign, just put your details into the form at the top of the page and we’ll match you to suppliers who meet your unique business needs.