Starting Wednesday, telemarketers must have written consent before delivering some calls and texts to consumers, but current opt-in lists may not qualify as consent. The rule has removed an "established business relationship" exemption and requires users to confirm they understand that no purchase is necessary. "Companies are scrambling to figure out how they can re-opt-in their database," said Marc Roth, a partner at Manatt, Phelps & Phillips.
How telemarketing regulation changes could disrupt the practice
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