Wis. Stat. § 100.52 — WI Code / Chapter 100 / Section 100.52
Telephone solicitations.
Status: in_force

(1) Definitions.

(b) “Basic local exchange service” has the meaning in s. 196.01 (1g) .

(bd) “Caller identification record” means a record that is delivered electronically to the recipient of a telephone call or text message simultaneously with the reception of the telephone call or text message and that indicates the telephone number from which the telephone call or text message was initiated or similar information regarding the telephone call or text message.

(bm) “Commercial mobile service” has the meaning given in s. 196.01 (2i) .

(c) “National do-not-call registry” means the national database established by the federal trade commission under 47 USC 227 (c) (3) that consists of telephone numbers of residential customers who object to receiving telephone solicitations.

(d) “Nonresidential customer” means a person, other than a residential customer, who is furnished with telecommunications service by a telecommunications utility.

(f) “Residential customer” means an individual who is furnished with basic local exchange service or commercial mobile service by a telecommunications utility, but does not include an individual who operates a business at his or her residence.

(fm) “State do-not-call registry” means the portion of the national do-not-call registry that consists of telephone numbers with Wisconsin area codes.

(g) “Telecommunications service” has the meaning given in s. 196.01 (9m) .

(h) “Telecommunications utility” has the meaning given in s. 196.01 (10) .

(i) “Telephone solicitation” means the unsolicited initiation of a telephone conversation or text message for the purpose of encouraging the recipient of the telephone call or text message to purchase property, goods or services.

(j) “Telephone solicitor” means a person, other than a nonprofit organization or an employee or contractor of a nonprofit organization, that employs or contracts with an individual to make a telephone solicitation.

(1m) National do-not-call registry. The department may cooperate with the federal trade commission to add telephone numbers included in the nonsolicitation directory, as defined in s. 100.52 (1) (e) , 2011 stats., to the national do-not-call registry.

(3) Registration of telephone solicitors. The department shall promulgate rules that require any telephone solicitor who requires an employee or contractor to make a telephone solicitation to a residential customer in this state to register with the department, obtain a registration number from the department, and pay an initial registration fee and an annual registration renewal fee to the department. The amount that an individual telephone solicitor is required to pay shall be based on the number of telephone lines used by the telephone solicitor to make telephone solicitations or some other methodology established by the department by rule. The rules shall also require a telephone solicitor that registers with the department to, at the time of initial registration, the time of annual renewal, and any other time upon request of the department, provide the department with proof that the telephone solicitor has complied with federal law in obtaining copies and updated versions of the state do-not-call registry. The amount of the fees shall be based on the amount required to administer and enforce this section and to provide the amounts appropriated under s. 20.115 (1) (im) .

(4) Telephone solicitor requirements.

(a) A telephone solicitor or an employee or contractor of a telephone solicitor may not do any of the following:

1. Use an electronically prerecorded message in telephone solicitation without the consent of the recipient of the telephone call.

2. Make a telephone solicitation to a telephone number that, at the time the solicitation is made, is listed on the state do-not-call registry.

3. Make a telephone solicitation to a nonresidential customer if the nonresidential customer has provided notice by mail to the telephone solicitor that the nonresidential customer does not wish to receive telephone solicitations.

4. When making a telephone solicitation, block the transmission of a caller identification record.

5. When making a telephone solicitation, knowingly transmit a misleading or inaccurate caller identification record, except that a telephone solicitor or an employee or contractor of a telephone solicitor may transmit the name of the seller on whose behalf the telephone solicitation is being made and the seller’s customer service telephone number if an individual may call that number to make a do-not-call request during regular business hours.

(b) A telephone solicitor may not do any of the following:

1. Require an employee or contractor to make a telephone solicitation to a person in this state unless the telephone solicitor is registered with the department under the rules promulgated under sub. (3) .

2. Require an employee or contractor to make a telephone solicitation that violates par. (a) .

3. Use or possess a copy or updated version of the state do-not-call registry that the telephone solicitor has obtained in violation of federal law.

(c) A telephone solicitor or employee or contractor of a telephone solicitor that makes a telephone solicitation to a nonresidential customer shall, upon the request of the nonresidential customer, provide the mailing address for notifying the telephone solicitor that the nonresidential customer does not wish to receive telephone solicitations.

(d) The department shall promulgate rules that require an individual who makes a telephone solicitation on behalf of a telephone solicitor to identify at the beginning of the telephone conversation each of the following:

1. The telephone solicitor.

2. If different than the telephone solicitor, the person selling the property, goods, or services, or receiving the contribution, donation, grant, or pledge of money, credit, property, or other thing of any kind, that is the reason for the telephone solicitation.

(6) Exceptions.

(am) Subsections (4) (a) 2. and 3. do not apply to a telephone solicitation that satisfies any of the following:

1. The telephone solicitation is made to a recipient in response to the recipient’s request for the telephone solicitation.

2. The telephone solicitation is made to a recipient who is a current client of the person selling the property, goods, or services that is the reason for the telephone solicitation. This paragraph does not apply if the recipient is a current client of an affiliate of such a person, but is not a current client of such a person.

(c) Subsection (4) (a) 5. does not apply to the transmission of a caller identification record in connection with the authorized activity of a law enforcement agency or a court order that specifically authorizes the manipulation of a caller identification record.

(7) Territorial application. This section applies to any interstate telephone solicitation received by a person in this state and to any intrastate telephone solicitation.

(8) Rules. The department may promulgate rules to administer and enforce this section.

(9) Department duties.

(a) The department shall publicize the procedures for a residential customer to add a telephone number to the national do-not-call registry.

(b) The department shall investigate violations of this section and may bring an action for temporary or permanent injunctive or other relief for any violation of this section.

(10) Penalties.

(a) Except as provided in par. (b) or (c) , a person who violates this section may be required to forfeit $100 for each violation.

(b) A telephone solicitor that violates sub. (4) (a) 1. to 3. , (b) , (c) , or (d) may be required to forfeit not more than $100 for each violation.

(c) A telephone solicitor that violates sub. (4) (a) 4. or 5. shall forfeit not less than $100 nor more than $10,000 for each violation.

History: 2001 a. 16 ss. 2435 to 2446f , 2819b , 2821b ; 2007 a. 226 ; 2011 a. 197 ; 2013 a. 234 ; 2023 a. 243 .