January 2025 Update to FCC’s Lead Generation Rules

January 2025 Update to FCC's Lead Generation Rules

Starting in January 2025, new rules from the U.S. Federal Communications Commission (FCC) will change how businesses can collect and use consumer consent for marketing. These changes are aimed at closing a loophole in the current system that allows companies to send calls or texts from multiple marketing partners to consumers based on a single consent.

What’s changing?

The new FCC rule requires that if you're sending robocalls or robotexts (automated calls or texts) to consumers, you must obtain separate consent from the consumer for each marketing partner. This means that consumers will need to give their permission to each company individually, rather than one consent covering multiple businesses. This is especially relevant for businesses that use comparison shopping websites or lead generation services.

What does this mean for you?

If your business uses text message or voice marketing campaigns, you’ll need to make sure that you have proper consent from each consumer for each company you’re representing. This change is important for staying compliant with the new rules and avoiding potential legal issues.

What should you do?

It’s your responsibility to ensure that your marketing campaigns comply with these new FCC rules. We strongly recommend consulting with your legal counsel to make sure your campaigns meet all necessary legal requirements. If you have any questions or need further help, review the FCC’s documentation.