On October 16, new rules took effect that require businesses to obtain express written consent before making certain telemarketing calls to customers. The rules arise from a February 2012 Report and Order issued pursuant to the Telephone Consumer Protection Act (TCPA), in which the Federal Communications Commission (FCC): (i) required that businesses obtain prior express written consent for all autodialed or prerecorded telemarketing calls to wireless numbers and residential lines, (ii) allowed consumers to opt out of future robocalls during a robocall, and (ii) limited permissible abandoned calls on a per-calling campaign basis. While the consumer opt-out and abandoned calls limitations are already in effect, compliance with the express written consent requirement was not mandated until now. The rules require that the written consent be signed and be sufficient to show that the customer: (i) receives “clear and conspicuous disclosure” of the consequences of providing the requested consent and (ii) having received this information, agrees unambiguously to receive such calls at a telephone number the consumer designates. In addition, the rules require the written agreement to be obtained “without requiring, directly or indirectly, that the agreement be executed as a condition of purchasing any good or service.” The FCC rule allows electronic or digital forms of signatures obtained in compliance with the E-SIGN Act—e.g. agreements obtained via a compliant email, website form, text message, telephone keypress or voice recording—to satisfy the written requirement. The FCC also removed an exemption that allowed businesses to demonstrate consent based on an “established business relationship” between the caller and customer.