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It appears the FCC, perhaps based on public input from its hearings earlier this year on spam, have applied some of the vexation on spam e-mail to the junk fax. One small problem: Fax is the most efficient communication tool for many businesses ﾖ especially small ﾖ to both send and receive important information with suppliers and customers. The reasons are many, including field people who don't have convenient Internet connections or schedules for e-mail.
Regardless of company size, fax is more cost-effective than U.S. mail to transmit important and legitimate information about product, price, promotion, technical specifications and other offerings that define the value of a particular business to key supplier and customer segments.
There is no rationale for such a burdensome opt-in requirement! A business or consumer currently gets removed from mail or phone marketing lists by responding, by opting out. What's different here?
What we don't need now is government distractions while trying to get the economy back on its feet. This proposed FCC regulation change is more than a distraction for any fax marketer; it degrades established business relationships of any entity that sends a faxed ad, as broadly defined in the regulations.
So with a short time span for compliance, the legitimate and cost-effective applications of fax as a marketing communication tool are under regulator fire. Misfire actually.