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New Do Not Call Registry guidelines issued

SINGAPORE — The Personal Data Protection Commission (PDPC) released set of guidelines have been released today (Dec 26) for organisations and consumers to better understand the Do Not Call (DNC) Registry.

SINGAPORE — The Personal Data Protection Commission (PDPC) released set of guidelines have been released today (Dec 26) for organisations and consumers to better understand the Do Not Call (DNC) Registry.

A new exemption order will also take effect from next Thursday to allow more flexibility in telemarketing.

The new PDPC guidelines cover key issues such as obtaining clear and unambiguous consent for telemarketing, what businesses can do to obtain such content, as well as requirements for telemarketing messages to include identification and contact information.

For example, the guidelines illustrate how businesses may identify themselves and provide details on how recipients can contact them in a telemarketing message.

These guidelines would complement those that were issued in September this year on the Personal Data Protection Act.

“The advisory guidelines will help organisations in understanding and complying with the requirements of the provisions relating to the DNC Registry, when the provisions come into force on Jan 2, 2014,” said Mr Leong Keng Thai, Chairman of the PDPC.

The new exemption order, scheduled to kick in next year, allows organisations to send text or fax messages on related products and services to customers and members with whom they have an ongoing relationship, without the need to check the DNC Registry.

For example, a bank or credit card company would be able to send its existing credit card holders telemarketing messages about related services, such as a rewards programme for credit card holders.

As the exemption order does not apply to voice calls, organisations are still required to check against the DNC Registry before making telemarketing calls to promote related products and services.

The exemption allows consumers to continue receiving information in a minimally intrusive manner, via text or fax messages, even if they are registered with the DNC Registry and if the organisation did not obtain evidential consent to send telemarketing messages to their telephone numbers.

To rely on the exemption, organisations are required to provide information in their messages on how consumers can opt out of such messages, and allow consumers to opt out using the same medium by which the message is received.

Upon receiving an individual’s opt-out request, organisations must stop sending such messages to that individual within a specified timeframe.

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