The Future of TCPA 1:1 Consent is Here

The days of “one-click,” bundled TCPA consumer consent are gone.

Effective January 27, 2025, the Federal Communications Commission (FCC) will require a consumer’s 1:1, explicit written consent at a brand-by-brand level. The ruling goes on to say that any calls or texts must “logically and topically” align with the content of the original website where the consumer requested contact.

So, we built a solution.

TCPA Guardian: An Essential Part of Any TCPA
Compliance Protocol

We have introduced critical enhancements to TCPA Guardian, built to meet the changing regulations of the TCPA and help clients mitigate evolving compliance risk around 1:1 brand explicit consent. The upgrade is a big one, and it’s available at no additional cost to existing users.

TCPA Guardian will now be able to validate one-to-one consent within lead workflows that provide multiple brand opt-in options. Not only will we be able to validate consent for lead experiences involving static TCPA disclosures with brand name checkboxes, but we can also validate 1:1 consent for dynamic TCPA disclosures that update based on the user selections of the brand name checkboxes. In addition to validating that a consumer provided consent for contact from a specific brand, TCPA Guardian helps ensure the disclosure presented on the lead form matches the approved language. It also verifies the type of consent (e.g., none, active, passive) and the topical relevance of the lead origin website.

Brand Opt-In Verification

Lead buyers will be able to ensure that their brand name has been shown to the customer and that the customer has opted to receive calls/texts from their brand.

Disclosure Management

We help to ensure that the language in the TCPA disclosure shown to the consumer meets the specific compliance standards of the lead buyer.

Topical Relevance

Brands will be able to ensure topical relevance for the lead they are purchasing. If they are purchasing an auto insurance lead, they will be able to make sure the consumer went through a lead funnel related to auto insurance.

Evidence of Consent

In the event of a complaint, TCPA Guardian can provide both digital and visual evidence of the consent actions witnessed during the lead event.

These enhancements will be available to customers at no extra cost, and as always, we don’t have any storage time limits or upcharges. Instead, users can enjoy ongoing peace of mind knowing they have access to evidence on-demand

Big Win for Consumer Privacy

These changes to the Telephone Consumer Protection Act (TCPA) amount to a big win for consumer privacy. With brand explicit consent, shoppers gain the power of preference – choosing who they want to hear from.

Naturally, the changes represent a curveball for marketers and lead sellers, too. But there’s no cause for alarm in the lead generation space. The new regulations represent an opportunity—for improved service, for happier consumers, and for greater marketing ROI.

Verisk Marketing Solutions Helps Power Greater
Marketing ROI

More than 12 years ago, Verisk Marketing Solutions (formerly LeadiD/Jornaya) created TCPA Guardian to pioneer the industry standard when it came to tracking and validating consumer telemarketing consent. This solution was the first product of its kind, designed to help lead buyers and lead sellers solve critical TCPA compliance mitigation challenges with the introduction of the TCPA. TCPA Guardian is a critical addition to any lead buyer’s compliance toolbox, helping acquisition teams verify TCPA consent in advance of calling and obtaining visual evidence of consent in the event of a complaint.

For over a decade, VMS has built TCPA Guardian around the largest, most established partner network of lead generation website publishers. With our code implemented on these sites, TCPA Guardian not only pioneered real-time TCPA consent validation, but has long been the industry leader, enabling lead buyers and sellers to:

• Document and confirm consumers’ TCPA consent in real-time, through an independent third party, ahead of calling, texting, or buying a lead
• Make confident decisions about whom to contact based on their companies’ specific compliance guidelines
• Mitigate costly fines and other risks associated with TCPA noncompliance
• Ensure disclosure language and visibility meet their own compliance standards
• Produce both digital and visual evidence of a witnessed lead event in the event of a complaint