SINGAPORE — The chairman of the Personal Data Protection Commission (PDPC) has defended the decision to provide an exemption to the Do Not Call (DNC) Registry.

PDPC chairman Leong Keng Thai said the exemption is “not a U-turn” and it is not “putting business interests ahead of consumers”.

Instead, what it seeks is to benefit consumers with differing preferences, he said.

The exemption means that if a consumer had all along intended never to receive any in-service marketing messages, he would need to take an additional step of opting out the first time he receives a marketing message from a company with which he has an ongoing relationship.

The commission, however, said this additional step makes it possible for other DNC-registered consumers who want marketing messages to continue receiving them.

The marketing messages allowed will be limited in scope — relating only to the services the company is providing.

Mr Leong added the exemption is not meant to be a back door for indiscriminate marketing.

He said the commission will enforce rules to the exemption strictly.

Under the DNC Registry, which kicks in on January 2, 2014, anyone who registers their phone number makes an explicit undertaking that they do not want unsolicited calls, messages or faxes from telemarketers.

Businesses will have to check the registry to ensure they do not disturb consumers on the list.

But there is now an exemption for businesses with “ongoing relationships” with their clients.

Such relationships include being an existing holder of a credit card, someone holding a life insurance policy, a recipient of a home loan or a member of a rewards programme.

Under such circumstances, a company can send out text and fax messages on related products and services, even if their customers are on the DNC Registry.

The exemption, however, does not apply to voice calls.

Some consumers have cried foul over the exemption, saying that it dilutes the personal data protection law.

Consumer watchdog CASE has also called the move “back pedalling” by the commission. CHANNEL NEWSASIA