The Knesset on Wednesday approved in a first reading an amendment to the Consumer Protection Law that mandates businesses with automated voice mail to offer callers a human option as part of the initial menu list.

MK Eitan Cabel (Zionist Union) said in a statement that “this is a familiar phenomenon to every one of us, when you call and are sent through an agonizing journey. When you say you want to buy something, they’ll answer you immediately, and they’re always responsive; but one second after you’ve entered the purchasing process, good luck to you. It’s time to do something about this. The consumer’s time is not cheaper than the business’s.”

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