What action must a company take if a consumer requests to opt out of telemarketing calls?

When a consumer requests to opt out of telemarketing calls, the correct course of action for a company is to honor that request and discontinue making those calls. This principle is grounded in the regulations set forth by the Telephone Consumer Protection Act (TCPA) and the National Do Not Call Registry, which are designed to protect consumers from unwanted telemarketing practices.

When a consumer opts out, they are exercising their right to privacy and control over the communications they receive. It is the responsibility of the company to respect this choice. Failing to honor such a request can lead to significant consequences, including fines and damage to the company's reputation.

This choice reflects the broader standards of respect for consumer rights and ethical marketing practices, where companies must prioritize the preferences and consent of their customers. By discontinuing calls upon request, the company aligns itself with best practices in customer relations and legal compliance.