THIS IS IT: A FULL YEAR Of Hard Work Comes Down To Monday–Will Small Business Lead Buyer and Sellers Answer the FCC’s Call?

So it all comes down for this.

For just about a year now the Czar has been working tirelessly to keep small businesses in business.

The well-meaning but under informed FCC began an NPRM proceeding last year right about this time seeking comment on closing the “lead generator loophole.”

The concern– myriad unwanted robocalls being generated by companies buying leads that turned out to be less than legitimate, or were sold so many times the consumer was no longer interested in hearing from the caller.

The proposed solution– find that express written consent cannot be transferred at all.

Rather obviously such a ruling would destroy and entire ecosystem of lead sellers who detect consumer intent and connect consumers with entities that can meet their needs. Plus–and perhaps more importantly–millions of small businesses rely on leads, particularly those obtained on digital marketplaces online. That is literally the backbone of the ecommerce machine in this country–other than Amazon, of course.

And that is exactly the point.

The big companies out there generally can survive any rule destroying online lead generation. Arguably they profit from it.

But the little guys? The guys running finance blogs to help consumers find the best rate on credit cards. The guys selling insurance out of their home. The guys trying to set up a side hustle to connect consumers with this or that, they get wiped out.

So I teamed up with a bunch of good players in the industry to create Responsible Enterprises Against Consumer Harassment (R.E.A.C.H.) to set standards for the industry and also to push back against the FCC’s proposed rule.

Unfortunately very few companies came forward and heeded the call last year, resulting in the FCC moving forward with a version of the rule that requires one-to-one consent.

Even that was a give–at least lead generators can still exist.

But the impact on small business here is still going to be massive. And thanks to the hard work of R.E.A.C.H., and others, the Commission gave every one ONE LAST SHOT:

Provide comment by February 26, 2024 and the rule might be modified in some way. Otherwise, this is it.

And so now we find ourselves the fateful Friday before the massive Monday that will foreclose all opportunity to effect change.

I have done all I can do.

I didnt just lead the horse to water, I relentlessly kicked it as it stood unsure of what to do next. Drink the dang water horse.

I’m not calling you a horse, but if the saddle fits…

Drink the water!

In seriousness, deadline Monday. Submit a comment please. Not for me. For yourself. For your business. For your employees. For what you’ve worked so hard for.

Free resources here:

DEADLINE SET: Comment Date for Small Businesses to Weigh in on FCC’s One-to-One Consent Rule is Set and Here is Everything You Need to Know

Good luck everyone.