The new regulations, originally set to take effect on January 5, have been postponed following appeals from industry groups and companies.
Brazil’s National Telecommunications Agency (Anatel) has decided to delay the implementation of stricter rules for mass telemarketing operations by 90 days. The measures, initially scheduled to take effect on January 5, were postponed after appeals from sector representatives and companies, as well as technical challenges preventing immediate enforcement.
The new rules require companies making over 10,000 daily calls to use the 0303 prefix to identify telemarketing calls. Another measure under consideration is the adoption of the Stir Shaken protocol, also known as “Verified Caller,” which would allow consumers to see the origin and purpose of calls directly on their phone screens.
Conexis, an association representing telecommunications companies, argues that carriers currently lack access to the necessary information to differentiate call types, such as collections and donation requests.
Meanwhile, companies like Quinto Andar, which places over 80,000 calls daily, emphasize that their calls are essential to operations and do not constitute the abusive telemarketing practices targeted by the new regulations.
Organizations such as the National Federation of APAES and the Brazilian Association of Telecommunication Services have also requested a review of the rules. In response, Anatel determined that enforcing the rules in January could cause more problems than benefits, opting instead to extend the timeline to allow for further discussions and technical adjustments.
The postponement underscores the complexity of balancing consumer protection with the operational needs of businesses.
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