The FCC rollback on one-to-one consent is a nothingburger for brands and businesses. As a practical matter, the industry already saw this coming, and not only has the messaging ecosystem already put rules in place on enforcing one-to-one consent but also companies like ActiveProspect report that even the lead generation industry has made some great progress in improving its opt-in practices.
ActiveProspect uses its “Ping Pick Post” product as an example. The way it works is the comparison website identifies the highest bidder for a consumer, the consumer picks the companies they want to be contacted by, and the website transfers the consumer data to the selected companies. It’s a nifty idea in which ActiveProspect is not alone. It protects consumer choice, and that’s what ultimately matters.
One can hope that this unexpected regulatory holiday doesn’t roll back all that work.