The Information Regulator will be introducing new guidelines for the telemarketing industry to address the growing public frustration with unsolicited marketing calls.

Chairperson for the Information Regulator Pansy Tlakula clarified that while direct telephone marketing isn’t illegal, stricter rules are needed. The upcoming guidance note is set to establish a clear framework for conducting these calls.

Tlakula emphasized that marketers must obtain phone numbers legally and cannot purchase contact details. Companies will be required to seek specific consent from potential customers before making sales pitches.

The regulator insists that marketing firms must maintain a list of individuals who have declined contact, ensuring they aren’t repeatedly targeted.

This move aims to balance business interests with personal data protection.