Bolstered by the Federal Communications Commission's stiffer provisions and undaunted by stepped-up legal action, the National Do Not Call Registry may have accepted 30 million telephone numbers from households that are hanging up on telemarketers.

At nearly a million phone numbers a day since the registry opened on June 27, the registry reported it had gathered 28.7 million telephone numbers by July 28 and should have no problem reaching its projected 60 million phone numbers by the time do-not-call rules really begin to clock unwanted calls.

Those who've already signed up with the registry should begin to see telemarketing calls stall in October -- just in time to avoid the seasonal telemarketing offensive. After the calls stop, they aren't allowed to return for at least five years. At the end of five years, however, you can renew your disdain for telemarketers by signing up with the registry again. In October, telemarketers must begin purchasing the list and cannot call numbers on the list. Telemarketers must be in full compliance by January 29, 2004. Telemarketers who violate the law can be fined up to $11,000 for each illegal call.

Telemarketers, who generated nearly $300 billion in consumer sales alone last year, are "cold calling" salespeople who telephone their pitches -- too often ringing right at dinner time when they know you are home.

The original do-not-call rule initiated by the Federal Trade Commission exempted telephone companies, airlines, insurance companies, banks and others not governed by the FTC, but on July 25, the FCC changed that. The FCC approved final rules that removed the exemption and added more provisions. Both federal commissions operate the registry.

The American Teleservices Association(ATA) this month blasted the FCC provisions and asked a Denver federal court to overturn the FCC's addition. In January, the ATA sued the FTC over its initial rule. The ATA's complaint says the registry will cost the $680 billion-a-year industry and the nation 2 million jobs.

The Direct Marketing Association, which offers consumers it's own voluntary Telephone Preference Service (TPS), in January filed suit in the U.S. District Court in Oklahoma City, calling the registry unconstitutional in violation of First Amendment rights to advertise freely.

Last week, the DMA called the maximum annual $7,300 (per telemarketer) access charge set for the do-not-call list "a new and unreasonable tax".

The National Association of Realtors is also at odds with an FCC provision that does not exempt certain intrastate calls -- a rule that will limit real estate professionals' telemarketing.

The protests from some of the nation's most powerful trade groups may not be enough to beat back the groundswell of support from tens of millions of consumers. They apparently find the do-not-call service both easy to use and one of the most beneficial pieces of consumer regulation to come out of Washington, D.C. in decades.

In addition to registering online, consumers can also register by telephone at 1(888) 382-1222, or via TTY/TTD (Teletype or Telecommunications Device for the Deaf), 1 (866) 290-4236.

Do-Not-Call Details