New Robocall Restrictions Could Reshape Telemarketing Compliance in Michigan (SB 351)

Michigan Senate Bill 351 (SB 351) is moving forward in the state legislature and could significantly reshape telemarketing compliance requirements for businesses that contact Michigan consumers. Introduced by Senator Mary Cavanagh, the bill passed the Michigan Senate in January 2026 and is now under consideration in the House of Representatives. 

The legislation is positioned as a response to rising concerns around deceptive robocalls and consumer fraud, particularly affecting seniors and other vulnerable populations.

What SB 351 proposes

SB 351 would establish a new Michigan Telephone Solicitation Act, expanding state-level oversight of telephone sales practices. The bill outlines prohibited conduct, disclosure requirements, and restrictions on misleading caller ID usage. It also strengthens enforcement authority by empowering the Michigan Attorney General to investigate violations and pursue civil actions against non-compliant callers.

A key provision of the bill is the introduction of steep penalties. Violations could carry civil fines of up to $25,000 per incident. In addition, the bill expands private rights of action, allowing consumers to seek $1,000 per violation or actual damages, whichever is greater.

How this impacts call centers and lead generators

Industry observers have noted that SB 351 closely resembles a 2022 proposal often referred to as Michigan’s super TCPA. Critics argue that broad definitions and aggressive penalties may increase litigation risk for legitimate call centers, lead generators, and outbound sales teams operating in compliance with federal law.

What businesses should do now

If enacted, SB 351 would require companies calling Michigan residents to reassess dialing practices, consent management, caller ID controls, and compliance monitoring. Organizations should closely track the bill’s progress and prepare for potential operational changes as Michigan continues to strengthen its consumer protection framework.

To help you stay informed on changing regulations, sign up for Convoso’s monthly Compliance Newsletter. You can also download our practical Guide to State Calling Regulations with state-specific laws from calling hours to legal holiday restrictions. For outbound revenue teams, choose a platform that provides built-in compliance guardrails to improve efficiency and mitigate risk.

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