HOUSTON — A new law passed by the Texas Legislature , designed to protect consumers from telemarketers, is facing a legal challenge.

Senate Bill 140, which took effect on Sept. 1, expanded the definition of “telephone solicitation” to include text messages. That means companies must now get written consent before texting consumers, provide options to opt out, register with the state, and face penalties if they don’t. Texans also gained the right to directly sue businesses if they break those rules.

A group of businesses, including Ecommerce Innovation Alliance, Flux Footwear, and Postscript, has filed a lawsuit against Texas state officials in response to the law, claiming they rely on those text messages for marketing.

It is one of the first tests of whether these tougher standards w

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