The development and expansion of information technology has led to increased usage of telemarketing to solicit the sale of goods and services. Over 300,000 telephone solicitors place calls to more than 18 million Americans each day. Consumers have their personal privacy invaded by annoying sales calls, and are frequently victimized by unscrupulous marketing companies. The Federal Bureau of Investigation estimates that telemarketing fraud costs consumers between $40 and $60 billion annually.

Consumers now have the ability to stop the unsolicited and often interruptive telephone calls that they are frequently besieged with. As a result of legislation introduced by State Senator Charles J. Fuschillo, Jr. a "Do Not Call" registry was established in New York State in April 2001 which gives consumers better protection and restores privacy in their homes.

This state law requires all registered telemarketers selling goods and services in New York State to purchase the "Do Not Call" registry four times a year. Telemarketers are prohibited from calling those who are listed on the registry. A telemarketing company can face a fine up to $2,000 for every call placed to a registered consumer more than 30 days after obtaining the list.

It is important for residents to take the necessary steps to protect themselves when dealing with marketing companies on the telephone. Be careful about offers that sound too good to be true. If you must pay a fee before you receive goods and services, or if you must act immediately on the offer, be aware that you might be a target of a scam. Remember the following important tips to avoid being scammed by telemarketers:

* Don't send any money, or give out any personal information, checking account or credit card numbers to the caller.

* Ask to receive written information about the company and product before responding to any unsolicited offer.

* Take your time making any purchasing decisions.

* Report any fraudulent scams to law enforcement.

* Don't be intimidated by the caller or be afraid to terminate the phone call.

* If you are not interested in the offer, interrupt the caller and tell them you are uninterested. You can request that the solicitor does not contact you again.

To date, approximately 1.5 million consumers in New York State have listed their telephone numbers in the "Do Not Call" registry. To register your telephone number free of charge, you may call the NYS Consumer Protection Board registration center toll free at 1-866-622-5569.