# India SME Forum warns CCPA rules could burden small businesses

> India's small businesses fear new ad rules will raise compliance costs.
- Title: India SME Forum warns CCPA rules could burden small businesses
- Summary: India's small businesses fear new ad rules will raise compliance costs. India SME Forum urges government to assess CCPA's proposed anti-spam rules before…
- Keywords: india, msme, ccpa, ad guidelines, compliance costs, small businesses, consent requirements, spam marketing, news, SME, Forum, warns
- Source: mint — https://livemint.com/industry/india-spam-marketing-rules-ccpa-msme-compliance-costs-11792552950086.html
- Author: Nabodita Ganguly
- Published: 2026-10-21T06:03:56+00:00
- Read time: 1 min
- Topics: india, msme, ccpa, ad guidelines, compliance costs, small businesses, consent requirements, spam marketing, news
## India SME Forum urges review
India SME Forum has asked government to assess CCPA's proposed anti-spam rules before implementation to avoid burdening small businesses.
## Compliance challenges for small firms
Small businesses lack dedicated compliance teams and struggle with consent management, record-keeping, and complaint handling under new rules.
## Product-specific consent issue
The forum requests clarification on product-specific consent requirements, especially for businesses offering multiple products.
## Digital ad growth
Digital advertising revenue jumped 26% to ₹94,700 crore in 2025, making up nearly two-thirds of India's overall advertising market.
## Consumer groups support stricter rules
Consumer groups welcome stricter consent requirements and AI disclosure rules to reduce spam calls that frustrate users.
## CCPA draft guidelines
The draft requires businesses to obtain consumer consent before sending promotions and wait 45-90 days after opt-out.
## AI disclosure requirement
Businesses must clearly disclose if they use AI-generated voices or text at the start of communications.
## Small business operations
Small businesses often run by one person handling sales, customer service, and admin using the same phone number for all activities.
## Global regulatory context
The US, EU, and UK have implemented similar regulations since 2002 to reduce spam calls through consent and opt-out mechanisms.
## Consumer benefits expected
LocalCircles survey shows 97% of mobile users receive spam calls daily; stricter rules could help consumers identify genuine calls and reduce fraud.
## Key takeaway

India SME Forum urges government to assess CCPA's proposed anti-spam rules before implementation, citing risks of burdening small businesses with consent requirements.