Unfortunately for Dish, there's no way for them to really regulate this, besides getting rid of independent retailers all together. There are usually several in ever city, more in larger cities. Finding out which one is making the calls would be near impossible. I don't think Dish should be held liable, that's for certain. I worked for a company who made us pick up the phonebook and make calls, or we would be fired. It all comes down to the management of the retailer. They either don't know the law, or really don't care. What they could do, however, is tell the retailers that the must identify the name of their business and that they're a retailer whenever speaking with someone over the phone. Again, though, this would have to actually be enforced by the owner/manager of the retail outlet.