COAI Supports New Guidelines to Address Unwanted Telemarketing Calls

The Consumer Affairs Ministry is in the process of formulating new guidelines aimed at curbing the issue of unsolicited commercial communications (UCC), a move welcomed by the Cellular Operators Association of India (COAI). The COAI, which counts major telecom players such as Reliance Jio, Airtel, and Vodafone Idea among its members, has expressed its support for these forthcoming regulations. The initiative underscores a collaborative effort between the government, regulatory bodies, and the telecom industry to combat the persistent problem of pesky calls and messages from unregistered telemarketers.

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SP Kochhar, the Director General of COAI, highlighted the association's active participation in a committee established by the Department of Consumer Affairs. This committee's primary focus is to draft guidelines under the Consumer Protection Act, 2019, aimed at protecting consumers from unwanted commercial communications. "We believe that these guidelines, once notified, will substantially mitigate the menace of UCC by deterring unregistered telemarketers," Kochhar stated.

In 2018, the Telecom Regulatory Authority of India (Trai) introduced the Telecom Commercial Communication Customer Preference Regulation (TCCCPR), incorporating blockchain or Distributed Ledger Technology (DLT) to tackle UCC effectively. This innovative approach has led to a significant reduction in UCC via SMS in recent years. However, UCC through voice calls remains a challenge that both regulators and Telecom Service Providers (TSPs) are striving to address.

Advancements in Tackling Voice Call UCC

Kochhar revealed that telecom operators are developing new models to curb UCC through voice calls. The government has designated the 140 series for promotional voice calls and introduced the 160 series for transactional and service-related calls. These initiatives are part of ongoing discussions and collaborations between TSPs and technology partners, with implementation expected in the near future.

Furthermore, COAI shed light on the Digital Consent Acquisition (DCA) framework, a crucial development by TSPs. This framework mandates that entities such as banks, financial institutions, and real estate agencies obtain explicit digital consent from users before sending them commercial or business communications. This measure aims to further safeguard consumers from unsolicited communications.

The concerted efforts by COAI, along with government and regulatory bodies, signify a robust approach towards eliminating the nuisance of UCC. By leveraging technology and enacting stringent guidelines, there is a clear path forward in protecting consumer interests and ensuring a more secure and respectful communication environment.