(Sept. 2) The National Grocers Association, Washington, D.C., is the latest business association to call for the reversal of a federal rule that would require companies to get permission to send faxes to other companies — even established business partners.

On Aug. 18, the Federal Communications Commission pushed back 16 months the implementation date of its controversial no-fax rule, a little-known corollary of FCC guidelines that prohibit telemarketers from calling people signed to a no-call list.

But now that they’ve succeeded in getting a delay, organizations like the Produce Marketing Association, Newark, Del., and now NGA, are focusing their efforts on reversing the rule before it has the chance to go into effect.

The no-fax rule, said Thomas Zaucha, NGA’s president and chief executive officer, fails to recognize the ongoing business-to-business need for food wholesalers, retailers and manufactuers to communicate in order to conduct efficient and effective business transactions.

NGA’s protest of the rule has been joined by the National Restaurant Association, the U.S. Chamber of Commerce, the National Association of Wholesaler-Distributors and other business groups.