Exhibit 99.1                                     For Further Information Contact
                                                  Harry J. Cynkus (404) 888-2922


FOR IMMEDIATE RELEASE




                 ROLLINS, INC. INCREASES DIVIDEND BY 20 PERCENT


     ATLANTA,  GEORGIA,  January 27, 2004: Rollins,  Inc., a nationwide consumer
services  company  (NYSE:ROL),  announced  today  that the  Board  of  Directors
approved a 20% increase in the Company's quarterly dividend on January 27, 2004.
The  increased  regular  quarterly  dividend  of $0.06 per share will be payable
March 10, 2004 to stockholders  of record at the close of business  February 10,
2004. The Company's new annual dividend rate is $0.24.

     Rollins,  Inc. is one of the nation's largest consumer services  companies.
Through its wholly-owned subsidiary, Orkin, Inc., the Company provides essential
pest control services and protection against termite damage, rodents and insects
to approximately 1.6 million  customers in the United States,  Canada and Mexico
from over 400  locations.  You can learn more about  Orkin by  visiting  our Web
sites at www.orkin.com and www.rollins.com.




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