National Opt-Out Registry to curb unwanted marketing calls

For many South Africans, an unexpected marketing call can arrive at the worst possible time – during work, dinner or while trying to get through a busy day.

A new system is set to give consumers more control over those interruptions.

The National Consumer Commission (NCC) is establishing an Opt-Out Registry that will allow people to proactively block unwanted direct marketing communications.

The system forms part of amendments to the regulations under the Consumer Protection Act and is aimed at strengthening protections for consumers who do not want to receive unsolicited marketing.

Consumers will get more control

The Department of Trade, Industry and Competition says the registry will allow consumers to opt out before receiving unwanted direct marketing.

People will be able to block communication from a specific direct marketer or choose to opt out of direct marketing across the industry.

That could make a noticeable difference for consumers who regularly receive promotional calls, messages and other unsolicited marketing.

The changes follow amendments to Regulation 4 of Section 11(3) of the Consumer Protection Act, gazetted by Trade, Industry and Competition Minister Parks Tau on 15 April 2026.

The NCC has been designated as the administrator of the new registry.

Marketers will have to clean up their databases

The changes will not only affect consumers.

Businesses involved in direct marketing will also have new responsibilities before contacting potential customers.

Direct marketers will be required to register and ensure their marketing databases are checked and updated before campaigns are launched.

They will also have to cleanse their lists monthly to remove consumers who have opted out.

Registration for both consumers and direct marketers is scheduled to begin in July 2026, with the NCC expected to provide details on the registration process before it opens.

For businesses, compliance will no longer simply be about having a database of potential customers. They will need to make sure those lists respect the choices consumers have made.

Heavy penalties for businesses that ignore the rules

The regulations come with significant consequences for direct marketers who fail to comply.

A business that violates the Consumer Protection Act and the amended regulations could face an administrative penalty of up to R1 million or 10% of its annual turnover, whichever is greater.

The NCC says the measures are intended to address what has become a familiar frustration for consumers.

Acting Commissioner Hardin Ratshisusu welcomed the amended regulations, saying consumers have for too long been exposed to intrusive and unwanted direct marketing.

The system is therefore not simply about stopping a few nuisance calls. It is about giving consumers greater say over who is allowed to contact them for commercial purposes.

What consumers need to know

The Minister is due to host a media briefing in Pretoria on the National Opt-Out Registry, alongside Ratshisusu and Information Regulator chairperson Advocate Pansy Tlakula.

Once operational, the registry could change the way South Africans deal with unwanted marketing by shifting some of the responsibility away from consumers having to repeatedly say “no” and towards businesses being required to respect those choices before making contact.

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