Information Regulator close to finalising regulation of telemarketing industry

JOHANNESBURG - The Information Regulator says it is close to finalising a guidance note that will regulate the telemarketing industry.

The regulator is a government entity tasked with ensuring compliance and protection of personal data from private and public companies.

In a media briefing on Wednesday, the regulator said it is aware of the public’s growing frustration with the direct marketing calls.

The Information Regulator's chairperson, Pansy Tlakula, said direct telephone marketing is not illegal but there should be a clear framework on how it should be conducted.

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“Before you market goods through a telephone, the law requires that you must have obtained the telephone numbers of the person you intend to market to lawfully, you cannot buy their details.”

Tlakula says marketing companies should always ask for consent from their potential customers prior to trying to sell them something.

“They must be specific, they must tell you which goods or services they want to market to you. You must give consent first, only after you have given consent can they then send direct marketing messages to you. If you say no then they shouldn’t and they must have a list of all the people who have said no, so that they do not contact them again.”