FCC Confirms Solicited Fax Ads Must Include An Opt-Out

Last Thursday the Federal Communications Commission (FCC) issued an order confirming that companies must include opt-out instructions on all fax ads, even for recipients who previously agreed to receive a fax from the company. The order clarifies that solicited fax ads, like unsolicited ads, must also comply with the rules set forth in the FCC's 2006 Junk Fax Prevention Order. All fax ads must contain an opt-out notice that (1) is clear and conspicuous and on the first page of the ad, (2) states that the recipient may make a request to the sender not to send any future ads, and (3) contains a domestic phone and fax number so that the recipient has a contact for opt-out purposes.

While not everyone at the FCC is in favor of the order, with Commissioners Ajit Pai and Michael O'Rielly concurring in part and dissenting in part, the majority opinion reasons that the ruling is necessary in order for recipients who initially consented to receiving faxes to have the option