Chapter 11: Telecommunications and Marketing
Transmission of Caller ID Information
Telemarketers must transmit accurate caller ID. They may show their own name/number or substitute the seller's name and a customer-service number that is answered during normal business hours.
Entities making telemarketing calls must transmit accurate caller identification. A telemarketer may transmit its own name and number, or substitute the seller's name and the seller's customer-service number - provided that number is answered during normal business hours.
No-excuse rule
A telemarketer is not liable for isolated inadvertent failures if it arranged with its carrier to transmit caller ID on every call. But using equipment incapable of transmitting caller ID is no excuse for failing to transmit it.