The FCC's New 1 to 1 Consent Ruling

Summary

The new FCC 1:1 consent ruling, effective January 27, 2025, introduces stricter regulations for lead generation and telemarketing. The rule requires that each seller obtain prior express written consent individually before making automated calls or sending text messages. This significantly impacts lead aggregators and brands that share customer leads across multiple entities. Consumers must now explicitly opt-in for each seller, preventing broad consent agreements that previously allowed multiple businesses to contact them based on a single submission. The ruling also clarifies that consent cannot be transferred or resold, and calls or texts must be logically and topically related to the original inquiry.

Businesses must adjust their lead generation processes to remain compliant, including implementing dynamic consent capture solutions, maintaining consent records, and ensuring clear and conspicuous disclosures. Companies are encouraged to modify workflows by providing checkboxes for individual seller consent and refining how they present lead options to consumers. The FCC's intent is to enhance consumer control over marketing communications and reduce spam-like interactions. Organizations failing to comply with these new standards may face legal challenges and enforcement actions.