Topeka ? A legislative battle looms over telemarketing.

The AARP, which represents more than 350,000 Kansans age 50 or older, wants to create a state “no call” list, upon which consumers could place their names free of charge. The group has the support of Atty. Gen. Carla Stovall and a majority of senators sponsoring its proposal.

But telecommunications companies and an association that represents marketing companies have their own proposal, one they see as effective for consumers but far less burdensome for businesses.

The AARP’s proposal is before the Senate Commerce Committee. The industry’s bill is before the Senate Judiciary Committee.

Both could gain their committee’s approval. Judiciary Chairman John Vratil, R-Leawood, is a sponsor of the plan backed by the AARP but supports the industry bill at the same time.

Legislators believe many constituents want them to do something about unwanted telemarketing calls. They’ve heard complaints for years.

A 2000 law ordered the Kansas Corporation Commission to issue rules requiring telemarketing companies to inform consumers about how they could notify marketers that they did not want to be called.

But the AARP doesn’t view that law as strong enough and sees telemarketing calls as more than a nuisance. The group worries that some seniors have a hard time resisting solicitations and that con artists use telemarketing to swindle them.

“Realistically, the telemarketing business is here to stay,” said Barbara Withee, a Manhattan resident who is the AARP’s legislative chairwoman.

Telemarketers and telecommunications companies like AT&T, Sprint, MCI Worldcom and Southwestern Bell say they’re sympathetic to complaints.

The industry bill would require telemarketers to follow a no-call list created by the Direct Marketing Assn., require the association to provide the list to the attorney general’s office and allow the attorney general’s office to forward registrations from consumers.

“It costs the taxpayers virtually nothing,” Sprint lobbyist Mike Murray said.

But the AARP and Stovall’s office argue the bill is flawed.

First the state cannot tell the association how to maintain its list, said Deputy Atty. Gen. Steve Rarrick, who is in charge of consumer protection efforts.

Secondly, Rarrick said, the association doesn’t allow registration for its list by telephone the method consumers most prefer.