Telemarketing: It's all about privacy baby!

NEW DELHI: Jago grahak jago. Has this slogan ever struck you? Have you ever wondered what all you could do to ward off persistent harassment by telemarketing executives? Consumer rights activists, lawyers and experts say this is the time affected consumers put up a concerted resistance to curb invasion of their privacy and peace.
Among others, they recommend formation of residents' clubs in order to collectively identify trouble makers and then initiating action against them including their 'boycott'.
"We need to have a law. Why can't we introduce a system like the one in the US where consumers have the option of enrolling for the do-not-call list to avoid unwanted calls," wonders Pushpa Girimaji, consumer rights columnist.
She suggests "forming of small residents' clubs against unsolicited calls and sharing the erring company's details with other clubs. Soon, you will see the movement grow into a big one." Supreme Court lawyer Bhanu Pratap Singh Dhakray agrees.
"Unsolicited calls are infringements of our fundamental rights and must be dealt with strict rebuttals including suing banks and other calling agencies," he says adding that "we should now organise ourselves to curb this big public nuisance."
The pace at which this nuisance is growing ��� Nasscom estimates the domestic BPO segment is worth US $600 million today of which telemarketing is a major part ��� experts feel there is a need to regulate telemarketing in India with proper guidelines.
They cite the example of the US Federal Trade Commission which has implemented a 'National Do Not Call Registry' in an attempt to reduce intrusive telemarketing.
In fact, early this year the Supreme Court had taken cognizance of a petition seeking protection of mobile phone users' privacy against unsolicited telemarketing and issued notices to the Centre, five mobile phone operators and five private banks asking them to file their replies.
Industry analysts rue the way a potential tool like telemarketing is being misused. Navyug Mohnot, CEO, QAI India Ltd, a leading quality consultant in IT and ITES sector says: "Used well, telemarketing is a cost effective way of offering value to customers.
It is an extension of customer relationship and management. Used badly, it is one of the worst manifestations of modern Capitalism ��� deceitful, bordering on fraud, and at best intrusive." Hapless mobile phone users are at a loss. "Is there something called protection of customer privacy?" asks Shashee Singh, working with an NGO.
He adds: "Private banks are among the major nuisance today and we need a concerted intervention of government, judiciary and media to take them to task." Girimaji suggests that such infringements may also be clubbed under unfair trade practices and consumers have the right to pull call centres to consumer courts.
For over 45 lakh cellphone subscribers in Delhi, telemarketing is one menace that they do not know how to tackle. Cellular operators, often suspected of selling their database to these new-age marketing enthusiasts, are accused of being a big conspirator in this harassment business.