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ANALYSIS: The great disconnect

Telemarketing has received plenty of bad press in the past, which is partly due to bad practice in consumer marketing creating a poor reputation for the industry. Having been labelled 'nuisance calling', B2C telemarketing was largely cleaned up by the introduction of the Telephone Preference Service (TPS).

In light of this apparent success, the Corporate Telephone Preference Service (CTPS) was established two years ago for the B2B world. The service has the same aim and was developed for SMEs: smaller companies that were apparently sick of being 'hassled' by telemarketers selling their wares.

Both services allow number registration on a 'do not call' list, which is then available for telemarketing companies to buy. Any company ringing a number on either list theoretically faces a fine and even a custodial sentence.