New York recently enacted amendments to the state's Do Not Call ("DNC") telemarketing law, section 399-z of the general business law. Initially enacted in April 2001, New York's DNC law allowed consumers to place their cell phone and other numbers on a centralized registry if they did not wish to receive unsolicited telemarketing sales calls. The new law expands the protections afforded to consumers. Most notably it (a) precludes telemarketers or sellers from calling between the hours of 8:00 am and 9:00 pm local times without express consent by the consumer; (2) requires disclosure by a telemarketer of his or her name and the person on whose behalf the solicitation is made (if other than the telemarketer), the purpose of the call, and the identity of the goods or services for which a fee will be charged; (3) expands the protections of the DNC law to "robo-calls", i.e., those calls that deliver a prerecorded message to customers or their voice mail or answering machines; and (4) provides New York State's Consumer Protection Board with broader investigative and subpoena powers, and the ability to proscribe rules and regulations to administer the law. The law will go into effect January 13, 2011.