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Will the New Do Not Call Registry Affect my Marketing Lists?

While telemarketing and its various spin offs have long been a part of the commercial landscape, it might be that their time is rapidly drawing to an end. Due to massive public outcry over unwanted calls from pushy personnel, the Canadian government began to imitate the Americans in 2003 by beginning legislation creating a Do Not Call List.

What is the Do Not Call List?

The Do Not Call List is a database of business, personal, and cellular phone numbers, which are not to be called for solicitation purposes. The individuals in whose names these numbers are registered pay a fee in order to have their numbers included on the list. This fee, in turn, goes towards maintaining the Do Not Call List.

Where the Do Not Call Registry stands today

Although it has taken almost four years to implement, it looks as though the Do Not Call registry is just around the corner. Set to commence in September of 2008, the CRTC recently selected Bell Canada to administer the program for five years. Ongoing amendments are still being made to the act and the program, but for all intents and purposes it would appear as though we are living in the last days of the telemarketer.

Some exceptions

Of course, any registry can be easily walked around by businesses if there is no penalty incurred for ignoring the rules. However, official legislation has decreed that fines will result for companies that keep Do Not Call registrants on their marketing lists.

It is very important, therefore, that any company which uses telemarketing as a strategy, registers with the list in order to receive the numbers that may no longer be called during campaigns.

There are some notable exceptions to the Do Not Call registry. Most non-profit organizations, including religious organizations, political parties, and charities, are exempt from the legislations of the Do Not Call registry, although there has been movement by some individuals to include these organizations on the Black Lists.

So, if you own a business that relies on telephone number marketing lists, it is best to familiarize yourself with the rules and numbers that will be included with the imminent Do Not Call Registry. It is not likely that all the names on your lists will opt to pay for this service, but for the sake of the bottom line it is imperative to ensure that those who are in the registry are no longer on your lists.

It may be in your best interest to employ a company that compiles marketing lists, as they will already have cleaned their databases to reflect the Do Not Call list, plus, most of their lists are composed of the names and numbers of people and businesses that are looking for certain services and products, one of which may be yours.

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