If your business relies on lead generation software or outsourcing this service to professionals, you may have recently heard some buzzwords around FCC, TCPA, regulations, and 27 January.

As specialists in the lead generation industry, we’re here to tell you that yes, a new regulation is quickly approaching. But don’t be alarmed, you still have time to get your house in order, and we’re here to help.

In this blog, we’ll break down everything you need to know about the upcoming regulation, what it means for your current leads and business, and how Manna can help you stay prepared and compliant going forward.

1. What Is This ‘New Rule’?

2. Key Changes Under the New FCC Rule

3. Here’s how to get started

4. Secure Compliant Leads & Boost 2025 Performance

What Is This ‘New Rule’?

Last year, the Federal Communications Commission (FCC) agreed on a major rule change to the Telephone Consumer Protection Act (TCPA), which many are calling the one-to-one consent rule.

This new rule will significantly impact the lead generation industry and its partners, requiring stricter compliance standards regarding one-to-one consent. In short, all leads must give explicit written consent to be contacted by each individual business.

But wait, isn’t this already in practice? Unfortunately not.

Historically, it was common for lead generating businesses to mislead consumers by capturing a lead for a single purpose, then resell it to dozens - sometimes even hundreds - of other businesses. Yikes.

The downsides to this may seem obvious, but we’ll paint you a picture of what that has looked like for both consumer and brand:

It wasn’t great for the consumer. They may have signed up for a kitchen remodeling quote – but end up getting spam calls and texts for solar panels, financial services, and everything else under the sun.

It wasn’t great for the marketing partners buying those leads. Non-consensual leads have much worse conversion rates, give more complaints, and even put brands at risk, creating a sure-fire way to lose business, quickly.

Fortunately, this new regulation puts an end to all that. From January 27th, companies will only legally be allowed to contact leads that have given explicit consent to be contacted by them.

Key Changes Under the New FCC Rule

While the overarching concept of the new FCC one-to-one consent rule seems simple - personal leads with explicit permission - there’s more to it than meets the eye.

Staying compliant isn’t just about ensuring consent; it’s about aligning every aspect of your lead generation process with these new, stringent standards.

Whether you generate leads in-house or partner with third parties, knowing the specifics is crucial to protecting your business and maintaining consumer trust.

Here are the key changes that will directly affect how you handle leads moving forward:

• Consent Must Be Personal: Every lead you receive now requires explicit, written consent tied directly to your business. No shared or recycled leads. It’s your responsibility to document and retain this consent, putting the legal risk squarely on you.
• Transparency is Essential: Consumers must know exactly who they’re agreeing to hear from—you. On multi-select platforms, they need to pick each advertiser individually. No blanket consents allowed.
• Clear Disclosures Matter: When asking for consent, you must spell out the details: Robocalls or texts? Who will be contacting them? What are they agreeing to? It has to be obvious and easy to understand.
• Stay Relevant: Communications need to match the original intent of the consent. If someone opts in for hearing aid info, stick to that topic. Unrelated offers could land you in hot water.
• Do-Not-Call Compliance is Non-Negotiable: Marketing texts and calls cannot be sent to numbers on the National Do-Not-Call Registry unless there is explicit permission. Carriers are also stepping up to block flagged spam messages, so compliance is crucial.
• Keep Records for Five Years: The rule requires thorough record-keeping. You need to be able to prove consent in case of audits, legal inquiries, or lawsuits. Think of it as your safety net.

Staying compliant with the new rule is non-negotiable. Beyond avoiding fines and legal risks, it ensures your marketing dollars are spent wisely.

Now is the time to assess your lead generation practices and ensure they focus on direct consent, transparency, and staying ahead of compliance standards.

Here’s how to get started:

Step One: Ensure Your Existing Leads Have Given Consent

In our digital world, thirsty for leads, growth, and sales, it can be difficult for some to say with absolute certainty that your leads have given written consent to hear from you specifically.

Unfortunately, even if you sourced your leads through a lead generation business, you’ll still take the hit if it turns out those leads don’t want to hear from your business.

Here’s how you know you know you’re in the clear to avoid repercussions from the FCC:

• You’ve generated leads entirely in-house, using ethical practices.
• You’re already a Manna partner. Our lead generation process has been compliant with the new FCC regulations since the very beginning.
• You’ve run your existing leads through a software that can prove their exclusivity.

But what if you’re unsure your leads meet these new standards and choose to do nothing? It may be tempting to assume the FCC won’t target your business, but that’s a risky gamble.

Here’s what inaction could lead to:

• Costly fines from $500 - $1500 per call. Not necessarily from the FCC, but from class action lawsuits that are motivated to protect consumers. Moreover, multiple plaintiffs could combine claims, amplifying the financial risk for your business.
• Losing leads and inefficient marketing budgets that do not currently comply with the one-to-one Consent Rule.
• Court orders halting non-compliant practices, disrupting operations, and damaging your reputation through negative publicity and loss of consumer trust.

Although the regulation doesn’t come into effect until 27 January, any leads that are generated up until then that don’t comply with the new regulation can no longer be contacted.

Therefore we encourage all businesses to adopt healthy lead generation practices today to ensure they can continue to engage with these leads seamlessly once this new rule is in place.

Step Two: Stay Compliant into 2025 and Beyond

It is essential to make sure the leads you generate now and in the future remain compliant to existing and future regulatory changes.

There are a couple of ways to do this. You can either generate leads entirely in-house, or partner with a trusted, reliable lead generation specialist (wink, wink).

We may be a little biased, but we suggest going with the latter. Here’s why:

Manna was founded on a Commitment to Compliance, which means our lead generation process involves obtaining explicit consent from each individual lead for every specific offer. This ensures transparency and protects consumer privacy.

It’s simply the better model for consumers and our partners.

To put it this way: Re-selling leads is simply not in our brand book.

But wait, there’s more.

By partnering with us, you can:

• Avoid costly fines and penalties for non-compliance: Not just with this new one-to-one consent rule, but across all current and future FCC regulations, saving you time, money, and stress.
• Forget compliance worries and focus on your core business: We’ll be ready to steer you clear of compliance restrictions today, in 2025, and far into the future. Afterall, we already foresaw this regulation, which is why our current partners have nothing to worry about.
• Boost your brand by demonstrating ethical business practices: Your leads have a one-to-one relationship with you at all times, from the lead generation to the moment they become your customer. This builds trust and positive rapport that also boosts conversion rates.
• Improve campaign performance with high-quality leads: Direct leads are more targeted and thus perform better. That means you can expect significantly better performance with us than you experienced with other companies who failed to employ one-to-one consent.

Ready To Secure Personal, Compliant Leads & Boost Your Campaign Performance in 2025? Let’s Chat!

These new changes are set to change our industry in many ways – and we’re fully prepared to help you navigate them.

Remember, any leads you generate today that aren’t fully compliant to the one-to-one consent rule, will not be able to be contacted after 27 January.

Make sure your remaining marketing budgets in 2024 don’t go to waste by investing in non-compliant leads. If you have any doubts, reach out - we’re happy to have a chat.

In the meantime,

If you’re already partnered with us, please feel free to reach out to your dedicated team member with any questions you have regarding this new FCC regulation. Otherwise, sit back and relax - you’re in the clear.

If you’re partnered with other lead-gen specialists, we suggest asking them the tough questions about how your leads have been generated to ensure you don’t take the hit come 27 January.

If you aren’t partnered with Manna yet, let’s change that! We’re always eager to meet businesses in need of high-quality, trustworthy, personal leads.

We currently manage successful campaigns in each of these industries:

• Medical Equipment
• Hearing Aids
• Home Improvement
• Bathroom Remodeling
• Gutter Replacements

If you operate in any of these industries, we’d love to tell you a bit about what Manna can do for you – along with answering any questions you may have about the new FCC regulations or compliance in general.

Our world-renowned team of 150+ employees are based globally and ready to chat – Contact us today to get started! Click here or send an email to sales@wearemanna.io to book a call with one of our specialists.

Related Sources:

FCC’s New Consent Rule Boosts Quality Lead Generation