Experts welcomed the move, stating that it is important to establish reconciliation in two sets of rules, it is important to examine spam as it will make it easy for stakeholders to implement the rules.
Last week, the Telecom Regulatory Authority of India (TRAI) opened a pilot for banks and telecom companies to test a solution to gather and manage users’ consent.
The approved solutions after the test will allow TELCOS to verify the consumer consent in real time before adding or distributing commercial calls and messages.
This step comes in the form of telecom commercial communication customer preference regulations (TccPR), First introduced in 2018, has failed to give results in preventing spam-due to lack of coordination between telcos, price war and non-severity between enterprises, according to experts.
Its mandate on the country’s new data protection law and consent management is very important for enterprises to take anti-spam rules seriously for enterprises. The struggle, “he said.” For example, TRAI aims to reduce the practice of collecting mobile numbers through unauthorized data-sharing exercises, which eventually leads to marketing spam. It is also a basic principle of data protection law. “
He called Telcos to develop a solution which is both consumer and business friendly.
Law firm Spice Route Partner Adya Mishra said that without harmony, businesses will struggle to implement two different consent systems under these laws.
“Consumer drop-off and consent among many outline users increases the risk of fatigue. The combination of these framework will give legal clarity, operational efficiency and better results,” he said.
Spice root specializes in legal data advisor.
Mishra stated that the original TCCCPR, which hinged on a strong consent mechanism, allows users to control what messages they want to receive, failed due to the difference between enforcement and industry.
“Most businesses had a lack of technical capacity to operate strong consent management structure or scale consent. This has led to fragmented processes that are difficult to implement,” she said.
“If the new pilot can simplify integration, it can ensure interoperability, and provides a standardized infrastructure that the business can easily plug … it can just remove friction,” he said.
However, businesses will face initial costs while adopting and upgrading their systems, Mishra said.
Cellular Operators Authority of India (COAI), which represents all three private telcoses, Reliance LiveBharti Airtel And Vodafone ideaIt was agreed that there have been challenges in adopting the existing consent structure and the latest instructions empower consumers with a uniform consent cancellation process.
“However, adoption can vary from the region to the region, as each sector has its own unique way of functioning,” Koi Director General SP Kochhar said. “This initiative will serve as a test bed to assess the viability and effectiveness of the system, and it is expected to achieve positive results.”
Telecom companies also noted that the consent structure currently applies only to SMS and Voice Communications, but it will be incomplete until OTT platforms are brought under the regulator. “This regulator gap is being rapidly exploited, with the increasing stake of scams and unwanted promotion, now arises on the OTT apps,” Kochhar said.
