MO SB431

Establishes the "Do-Not-Offer Statewide Registry Act" requiring Missouri's attorney general to create and maintain a database of addresses where seniors age 70 and older can register to opt out of receiving direct mail marketing solicitations.

Defines "direct mail marketer" to include credit card companies and other entities mailing solicitations for goods or services, with exemptions for charitable organizations, federally regulated entities, and state-licensed professionals responding to referrals.

Requires the attorney general to establish the database by July 1, 2012, and promulgate rules by January 1, 2012 governing how customers may register, how often notices remain effective, and how marketers access the list at a specified cost.

Authorizes the attorney general to initiate proceedings for knowing violations with civil penalties up to $5,000 per violation, and allows individual consumers who receive multiple solicitations in violation to sue for actual damages or up to $5,000 per violation, whichever is greater.

Takes effect July 1, 2012, with rulemaking authority subject to Missouri's Administrative Procedure Act and funding from general revenue and the merchandising practices revolving fund.