DMA Focus: Comment - We have tackled silent calls but we still need to win over the public

in-house contact centre operations.

It seemed nobody outside the telemarketing industry was listening.
Members of the public complained in huge numbers to local radio phone-in
programmes, newspapers and TV shows.

Consumers showed their concern by registering with the Telephone
Preference Service (TPS), which was never designed to prevent silent
calls and cannot do so because those outside the telemarketing industry
do not clean their databases against the TPS master file.

The problem neared crisis point as MPs' postbags bulged with
complaints.

There were debates in the Commons and last June the DMA reached beyond
its membership to organise a summit meeting.

In October, Ofcom announced a consultation on its policy statement
concerning the persistent misuse of communications networks and its
powers under the Communications Act. We now have regulations that apply
to any company using automated dialling equipment for whatever purpose.
So, is this the end of silent calls?

In a literal sense "yes", because companies using diallers must now
deliver a message that identifies the company responsible for the call.
They must still keep these calls to a minimum and those who breach the
regulations face stiff financial penalties. Nobody can be in any doubt
that the silent call plague must end. The problem for the telemarketing
industry is how to regain consumer trust.