FCC Regulations and Consent Management in 2025

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With new FCC regulations coming by January 27, 2025, it’s time for businesses to adapt, or you’re taking a huge risk of being left behind.

Sure, you know what the buzz is about: the Federal Communications Commission has announced a TCPA update to reshape how businesses manage consumer consent. Shared consent authorizing multiple advertisers is a thing of the past — come 2025, each seller will have to obtain individual consent to contact consumers.

The new one-to-one consent rule will change lead generation, especially for companies acquiring customers through SMS and phone calls. However, this also means an opportunity window for TCPA-compliant businesses: those who adapt quickly will thrive.

Read on to learn how to update your lead gen strategies to stay compliant and profitable in 2025.

New FCC Rules for Text Marketing: A Game-Changer

In 2025, lead generators will need to obtain explicit consent from consumers for each seller —  the actual provider of goods or services, not the lead seller — they represent, moving away from broad consent. In this consent model, customers get full control over incoming advertising, while dynamic tech solutions like form builders play a key role in ensuring compliance.

Designed to prevent spam texts and robocalls, the FCC now allows mobile carriers to block texts from flagged numbers, extending the Do-Not-Call protection to text messaging. Additionally, service providers are encouraged to adopt the opt-in approach for email-to-text marketing.

The Commission has already seen success, with a 99% reduction in auto warranty scam robocalls and an 88% drop in student loan scams since implementing these measures. However, they still explore further opportunities through public comments on consent requirements. 

One of the major expected changes is closing the “lead generator loophole” that allowed businesses to gain broad consent through a single hyperlink​. Should the update come into force in its current form, lead generators will have to obtain consent for every represented business.

Here are the key updates from the FCC’s Final Rule:

Narrowing consent scope	Businesses can no longer collect blanket consent via a single hyperlink. Instead, permission must be explicit, limited to one seller, and non-transferable.
Associative marketing	Messages must directly correspond to the interaction that gained the consumer’s consent. Unrelated generic marketing texts will no longer meet compliance guidelines.
Transparent consent mechanisms	Businesses can comply by offering checkboxes for consumers to select which companies they want messages from or providing links to third-party sites to obtain consent directly.
Uncertainty around affiliates	The one-to-one consent rule may create uncertainty about whether affiliates count as separate sellers. If so, each needs distinct consumer consent, which will be complicated for businesses.

With the January 2025 FCC deadline approaching, here’s how you can stay compliant:

• Q4 2024: Audit and update consent processes
• Early 2025: Train staff on new FCC regulations

Likewise, businesses can leverage custom consent widgets to meet new consent requirements. API links can make lead flows easier and track consent automatically, keeping things in line without extra work. 

Understand the new rules	Build a solid understanding of the updated consent requirements
Align lead capture	Revise your lead capture and consent forms to comply with the one-to-one rule
Verify consent records	Always confirm you have valid TCPA consent language in place before contacting any consumers

Stay FCC-compliant with Consent Branches, Phonexa’s proprietary solution for managing one-to-one consent on lead generation forms. Effortlessly integrate it with Smart Tree technology to streamline compliance and boost your lead generation efforts.

Who Will Be Affected?

It can be safely said that the new FCC rules and regulations will cut across various businesses:

Insurance companies	Insurers dependent on outbound cell phone contacts for claims, renewals, and sales must overhaul their outreach strategies.
Retail sector	Retailers involved in SMS campaigns and customers’ targeted marketing online need to change their consumer consent strategies due to FCC SMS regulations.
Telecommunications companies	Telecommunications companies, already subject to strict regulations, will face much more grave restrictions related to AI-based customer support techniques like chatbots and voice-based calling. They must adjust their systems to comply with the one-to-one consent rule.
Contact centers	The new FCC TCPA regulations present new prohibitions and opportunities for contact centers.Adapting will require:Change in technology and trainingEthical marketingRobust consent management

The Role of Third-Party Lead Generators

Under the new FCC regulations 2025, businesses can no longer rely on third-party lead generators to manage consent records – they must now obtain and verify consent before making calls or sending marketing messages.

via GIPHY

Three Basic TCPA Compliance Strategies

Prioritize transparency	Communicate how consumer data will be used and offer easy opt-out options
Educate your marketing team	Keep your employees informed about TCPA compliance and consumer consent
Use technology	Invest in compliance tools to manage and streamline consent processes

Adapting to AI in Telecommunications

Secure consumer consent	Callers must obtain clear and conspicuous consent from consumers before sending AI-generated calls or texts.
Disclose AI use	If a call uses AI-generated voice, the caller must disclose this information at the beginning of the call.
Provide exemptions	Calls or texts made by people with speech or hearing disabilities using AI communication tools are exempt from these rules.

The FCC is inviting feedback on technologies that detect fraudulent or AI-generated calls in real time, including consumer alerts and blocking tools. They’re also seeking input on privacy concerns to ensure everyone’s protection.

FCC Marketing Compliance Best Practices

Avoiding Violations

Much like in affiliate marketing, where businesses must follow clear terms to avoid false advertising, FCC compliance demands strict adherence to communication standards. Both fields emphasize transparency and consumer trust.

Common Violations

FCC violations, such as robocalls or misleading consent, parallel unethical practices in affiliate marketing, like trademark bidding and cookie stuffing. Both involve deceptive actions that breach regulations and damage trust.

Detection Mechanisms

Just as affiliate networks use fraud detection tools, the FCC relies on advanced monitoring systems to track violations. Regular audits are crucial for maintaining compliance in both fields.

Transparency

Transparency and staying informed are essential. Success in affiliate marketing comes from understanding program rules, just as compliance with FCC regulations requires businesses to keep up with evolving laws to avoid penalties.

Case Studies

Compliance Success	The Saudi Telecom Company (STC) implemented dynamic consent forms so customers can select the communication channel. Tech-wise, they used real-time tracking APIs and Teradata’s Unified Data Architecture.
Costly Misstep	A major Florida insurance firm faced hefty fines for failing to comply with updated consent regulations and contacting clients without verifying their consent.

What the Future Holds With FCC Consent Management Updates

Recent shifts in FCC regulations, especially around consent management for marketing communications, highlight the urgent need for businesses to stay informed and adjust their strategies.

Future rules will likely follow the Telephone Consumer Protection Act (TCPA), formed to protect consumers from unsolicited communications. Be cautious: non-compliance could lead to serious consequences, including hefty fines and legal troubles.

According to recent updates, companies are expected to adopt TCPA compliance solutions that gather and document consent effectively. 

At the very least, businesses will have to:

• Provide clear information: Consumers must understand what they consent to, the types of communications they can expect, and how often they will receive messages.
• Ensure easy opt-out options: Consumers should have a straightforward way to revoke their consent at any time.

Here are more strategies to comply with the 2025 TCPA update:

Stay informed about ongoing FCC regulations	Engage with industry groups and participate in relevant webinars to get timely insights into possible TCPA changes.
Leverage technology solutions	Utilize advanced CRM systems to track consent records effectively. Implementing tools that streamline communication preferences and automate consent management processes.
Invest in comprehensive compliance training	Train employees on consent management intricacies, focusing on the significance of consumer trust, regulatory compliance, and the potential repercussions of non-compliance.
Be proactive in communication strategies	Regularly review and update your consent agreements to reflect current regulations. Maintain transparency in all marketing efforts to foster trust and loyalty.
Enhance record-keeping	Maintain comprehensive documentation of all consent interactions, including disclosures and the identities of authorized sellers.
Manage direct consent	Secure and store consent records to reduce reliance on third-party lead generators.
Assess compliance risks	Stay alert to potential legal risks and penalties for TCPA non-compliance.
Adapt marketing strategies	Explore alternative consent acquisition strategies, such as dynamic consent management.

For more information, check TCPA Compliance Resources and the FCC’s official website.

Fill Your Lead Pipeline to the Brim While Staying Compliant

Whether you’re a startup or an established enterprise, LMS Sync provides a consistent influx of potential clients, enhancing your marketing success. This platform implements dynamic consent management practices, fostering trust and transparency in your marketing. Its powerful analytics offer deep insights into each lead.

With a detailed lead verification process and lead tracking, LMS Sync automates the conversion process and streamlines workflows, minimizing wait times. Real-time reporting delivers actionable insights to refine your affiliate marketing strategies.

But that’s not all: LMS Sync is only one of the right performance marketing tools Phonexa offers:

Explore Consent Branches, a Phonexa’s proprietary solution that turns lead generation forms FCC-compliant while connecting opted-in leads to a matching advertiser.

Frequently Asked Questions

How will the FCC regulations change in 2025?

The FCC plans to implement new regulations, effective January 27, 2025, to enhance consumer protection. Tighter consent management will target telemarketing and AI communications.

How will the new FCC rules impact businesses?

To comply with the new FCC regulations, businesses will have to move to one-to-one consent while ensuring their communications are clear and transparent.

Can consumers revoke consent once it’s given?

Yes, consumers will have the right to revoke their consent at any time, and businesses will be required to remove them from future communications.

Are there TCPA penalties for non-compliance with the new FCC regulations?

Yes, businesses that fail to comply with the new FCC regulations may face TCPA fines and legal action.

Will the FCC Update Affect Manual Dialing?

The one-to-one consent rule primarily focuses on automated calls and texts, so businesses will still be able to contact leads via manual dialing.