Don't be afraid of 'Do Not Call' register
From 2007, telemarketers will have to abide by a national Do Not Call register designed to stop unwanted telephone calls. In an interesting change of heart just before introducing the bill into parliament, the Australian government restricted the register to consumers only. This leaves telemarketers free to call all businesses - including small businesses that had intended to join.
The change followed lobbying by groups such as the Australian Direct Marketing Association ( ADMA) who claimed that allowing small businesses to join would create "a compliance nightmare."
The standards will apply to all telemarketers in Australia, as well as overseas telemarketers representing Australian companies.
"A Do Not Call register, open to individuals and small businesses, will enable people to opt out from receiving unsolicited telemarketing calls. Once a telephone number is registered, it will be prohibited for telemarketers to contact that number," said the Minister for the Department of Communications, Information Technology and the Arts ( DCITA), Senator Helen Coonan.
Importantly for B2B marketing communications professionals, exemptions will also apply to companies with an existing business relationship with an individual. Some exemptions will apply for charity groups, political parties, independent members of parliament and candidates, educational institutions, government bodies and religious organisations.
The government expects one million registrations in the first week of the register's operation, and four million after its first year.