Telemarketing and telesales key tools for many companies to promote products and services are undergoing a major transformation.The introduction of the new Code of Conduct, approved by the Privacy Authority, aims to bring greater order to a sector often criticized by consumers. The goal? To strike a balance between business needs and consumer rights by enforcing stricter rules to limit unwanted calls.
What Changes with the 2024 Code of Conduct?
- Contact limits: no more than three call attempts per user per day.
- Restricted time slots: calls only allowed between 9:00 AM and 8:00 PM on weekdays, and 10:00 AM to 7:00 PM on Saturdays.
- Mandatory identification: operators must immediately state their name and the company they represent.
- Explicit consent required: users must give clear, prior consent to receive promotional calls.
- Mandatory consultation of the Do Not Call Registry (RPO): before making any call.
- Operator training: compulsory courses on regulations and best practices.
- Call monitoring: mandatory quality control systems.
Business Implications
Complying with the new Code will mean:
- Increased costs: updating customer databases, collecting new consents, training staff, and installing new systems.
- Reduced call volumes: which may lead to an initial drop in conversion rates.
- International compliance: even foreign call centers contacting Italian consumers must follow the new rules.
In short, companies will need to rethink their strategies to keep telemarketing campaigns effective.
Positive Outlooks
- Greater consumer protection: fewer unwanted calls and better control over personal data.
- Clearer regulations for businesses: helping avoid penalties and improving public image.
- Level playing field: foreign call centers must follow the same standards as domestic ones.
An Open Challenge: Preventing Abuses
The real test will be monitoring and identifying those who attempt to bypass the rules, for example by using virtual numbers or masking techniques.
Regulatory bodies must be equipped with advanced tools to counter these practices effectively. Otherwise, the Code’s effectiveness could be compromised.
Conclusion
The new Code of Conduct marks a positive step toward more ethical and consumer-friendly telemarketing practices but its real success will depend on consistent enforcement and effective monitoring. Companies must invest in technology, training, and smarter strategies to adapt. Consumers, on the other hand, can look forward to better protection and more transparent communications.E-Business Consulting, active since 2003, helps businesses navigate digital transformations with custom strategies. Contact us today for a free consultation!
