WA8

Firms offered guidance on new telemarketing regulations

The Information Commissioner's Office (ICO) has issued a free guide to the forthcoming 'cold calling' regulations, which will allow businesses to block direct marketing calls for the first time.

From 25 June 2004, firms will be able to register their numbers with the Telephone Preference Service (TPS). Until now, the service has only been open to residential customers.

Firms will be sent an annual reminder asking whether they wish to remain on the list.

Telemarketers are legally obliged to check all numbers against the TPS register, and failure to do this can carry fines of up to £5,000.

The ICO guide includes information about what constitutes a marketing call, and an explanation of the obligations on businesses to ensure that they comply with marketing regulations. It also outlines the registration process.

ICO assistant commissioner Phil Jones said, 'The guidance has been designed to ensure businesses can make an informed decision about the advantages of joining the TPS whilst providing some clarification on how marketers can continue to maintain relationships with customers'.

To view the guidance, visit the ICO website (www.informationcommissioner.gov.uk).

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