In December 2023, the FCC adopted new regulations for telemarketing calls and texts, requiring consumer consent. These rules take effect on January 27, 2025, impacting lead generators, call centers, and sellers.

Under current rules, automated telemarketing calls/texts need express written consent from consumers, with a clear disclosure that signing is optional for purchasing goods/services. Consent can be given electronically.

From January 27, 2025, each seller must obtain one-to-one consent from consumers, prohibiting consent sharing among affiliates. Consent must be obtained through compliant methods like email, website forms, text messages, telephone keypress, or voice recordings. Communications must relate to the original consent, and sellers must keep records of consent. A pending court case, Insurance Marketing Coalition, Limited v. FCC, may affect the rule's implementation.