In Episode 50 of This Week in Local, Localogy Senior Analyst Charles Laughlin gets the lowdown on the U.S. Federal Communications Commission’s decision last week to close the “Lead Generation Loophole” from Matthew Marx, CEO of the Seattle-based digital marketing platform Evocalize.

Essentially the FCC upped the ante on the consent required for a lead in order to spare consumers the robo calls and texts that so often flood in after posting an inquiry on a comparison shopping website, for example.

Essentially this ruling makes it hard for lead generators to collect a lead once and sell it multiple times.

While Matt acknowledges the consumer benefit, he wonders how the ruling will impact businesses that rely on lead generators for new business. He singles out mortgages, real estate, insurance, travel as being most impacted by the ruling.

Longer term, he thinks the ruling may be better lead generation and nurturing practice.

Tune in for a primer on a regulatory decision likely to reverberate throughout the local digital ecosystem once it kicks in next year.

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E50: Matthew Marx, Evocalize: Closing the Lead-Generation Loophole