Consultation into calling line ID open for feedback
Melanie May | 21 January 2016 | News
The Government has launched an open consultation into requiring direct marketers – including non-profit organisations – to provide calling line identification when telephoning members of the public.
It seeks views on the proposal to amend the Privacy and Electronic Communications Regulations 2003 (PECR), via secondary legislation to make it a requirement for direct marketing callers to provide a valid Calling Line Identification (CLI).
The requirement would apply to all individuals and organisations (profit and not-for-profit organisations) making calls for the purposes of direct marketing as defined by s11(3) of the Data Protection Act 1998 (DPA) and the Information Commissioner’s Office’s (ICO) Direct Marketing Guidance.
The proposed change aims to make it easier for people to refuse and report unwanted calls; and to make it easier for the ICO to investigate and take enforcement action against callers who persistently and deliberately flout the rules. According to the calling line ID consultation document, of the 149,016 complaints received by the ICO about live and automated direct marketing calls in 2014, 15% didn’t provide CLI.
The Government is looking to bring the amendment into force in Spring 2016.
The consultation asks for responses to the following questions:
- 1) Do you agree that the Government should amend PECR to make it a requirement for direct marketing callers to provide CLI?
- 2) Are there any other costs or benefits that may be associated with this proposal that you think the Government should consider before taking a final decision?
The consultation closes on 23rd February at 11.45pm. Comments can be emailed to bi*********@cu*****.uk or sent to:
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About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.