Changes to Direct Marketing Telephone Calls

Businesses that use direct marketing should take note of changes that require all direct marketers to now display their telephone numbers when making (or instigating) automated or live direct marketing telephone calls. This applies to all UK registered companies even if their call centres are based abroad. Businesses risk large fines for failing to comply as the Information Commissioner’s Office can levy a monetary penalty of up to £500,000 and Ofcom (which considers “abandoned” or “silent calls” created by automated dialling systems to constitute persistent misuse of an electronic communications network or service) can issue a monetary penalty of up to £2 million.