INDUSTRYNEWS
Home Improvement Sales Threat from Government Bill
By Nick Rines , Call For Action On The TPS
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SALES OF HOME IMPROVEMENT packages are under major threat . One of the industry ’ s most effective marketing channels , telemarketing , is likely to be banned by a new Government Bill .
The act , nearing its final phase before Royal Assent , is the Digital Economy Bill , which contains a section that instructs the Information Commissioners Office ( ICO ) to produce new direct marketing guidelines , including reviewing rules on telemarketing .
The threat to home improvement sales comes from the pressure the ICO is under from politicians and the popular media demanding regulation to stamp out ‘ nuisance ’ calls . Rogue telemarketing is the number one subject for MP ’ s postbags , and during debates on the Bill they have accused companies that use telemarketing of being ,‘ the lowest of the low ’,‘ shysters ’, and ‘ rogues ’ who are prepared to break the law .
It is to this backdrop that the ICO will be asked to complete its review . The widely held assumption among data compliance authorities within telemarketing is that new guidelines for outbound calling will be based on rules similar to the forthcoming email marketing code in which companies will not be allowed to contact sales prospects unless they have specific written authority to do so .
The current Telephone Preference Service ( TPS ) rules may be restrictive , but what replaces it could kill off telemarketing . TPS has not worked effectively for a decade , if it ever worked at all . Currently it is a rogues ’ charter in which members of the public receive nuisance calls whether they are signed up to it or not . Ethical companies find themselves increasingly marginalized as those that ignore the current rules avoid detection , are based overseas outside UK jurisdiction , or if they are caught simply go into liquidation and start up under a new name . It is a no win situation for anyone but the lawbreakers .
Ironically it is the lawbreakers that would benefit most from new draconian regulation because it would prohibit ethically compliant companies from contacting consumers , and leave the market wide open to rogue callers who ignore rules and would have the field to themselves . Those prepared to risk getting caught on the basis that they will never pay a fine , and others that operate from overseas with impunity , would be given free reign . In the meantime , law abiding companies would lose huge amounts of sales .
However , there is something that can be done to create an alternative scenario . Call For Action On The TPS ( CFAOTTPS ) has been formed . Its sole purpose is to come up with a viable alternative to the current TPS to put to politicians and the ICO as the new regulation model for telemarketing . Any company or organisation involved in telemarketing can join and contribute ideas .
The primary consideration for the group is to create new regulation that firstly gives adequate protection to members of the public from rogue callers . The second is to establish a situation in which ethically compliant companies have reasonable opportunities to call consumers with relevant offers .
The group , which has just been formed , is pooling its ideas based on the successful online
communities in which scientist across the world pool research and ideas to invent and develop projects . Any interested party can join Call For Action On The TPS .
As well as designing new telemarketing regulation , CFAOTTPS will also talk to the ICO . Part of the ICO ’ s instruction under the Digital Economy Bill is to consult relevant marketing representatives . CFAOTTPS will be putting its proposals forward . Other bodies with interests in direct marketing will have the same opportunity , although the Direct Marketing Association did not respond to the call for ideas during the committee stages of the legislation .
In addition to dialogue with the ICO , the pressure group will also lobby politicians and publicise the benefits of what it proposes . This is important because although the ICO may accept the ideas put forward it will be politicians that ultimately decide , and for this reason it is important to explain proposals to them . Part of this process includes satisfying the national media .
Membership of CFAOTTPS is free , and marketers of home improvement packages are encouraged to contribute ideas and suggestions . This is probably the only effective way to save the right to make sales calls in the UK .
https :// cfaottps . cmnty . com
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