Hi,
Does anyone know the DMA regulations around CLI caller display for outbound telemarketing in the UK?
My understanding is that you are only required to show caller ID if calling from a predictive or auto-diallers (and in B2C environment). We do outbound B2B but do not use diallers but the DMA seems to suggest it is for any outbound telemarketing activity and that you also should have an inbound line enabled to receive call backs (see below).
Can anyone clarify below please??
CLI – definition
Calling Line Identity Aka Caller Line Identification (CLI) and Automatic Number Identification (ANI) (USA).
(CLI) A service provided by telephone companies that provides the subscriber with the telephone number of the incoming caller and so allows the subscriber to be selective when answering calls. Advanced software can pick this up, look up the number on a database and potentially route the call on the basis of the caller’s identity.
DMA Code of Conduct
Caller line identification 21.31 When undertaking outbound calls members must provide caller line identification.
Information to be given 21.32 Consumers calling back on the number provided through caller line identification when calling through CLI should, either by live operator or a recorded message, be informed:
a) where possible, the name of the organisation on whose behalf the call was made or the name of the call centre from which the call originated
b) relevant information to allay fears as to the purpose of the call
c) where the call is unsolicited, relevant information to allow the recipient to indicate that they do not wish to receive further direct marketing calls.
Cost of CLI returned calls 21.33 Calls to the telephone number provided in accordance with para 21.31 above should not be charged a rate exceeding the national call rate.
Many Thanks
Adam
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