Direct Marketing Companies Can No Longer Withhold Their Numbers
“Nuisance calls are unacceptable and we will not hesitate to take action against the companies behind them” – Baroness Neville Rolfe, Minister responsible for data protection.
On 16th May 2016 The Privacy and Electronic Communications (EC Directive) (Amendment) Regulations 2016 (the 2016 Regulations) come into force. The 2016 Regulations apply to all UK businesses regardless of where their call centres are based and they apply to both solicited and unsolicited direct marketing calls.
From 16 May 2016 all direct marketing companies must display their telephone number when making automated or live direct marketing calls. The person making the call must not “prevent presentation of the identity of the calling line on the called line” or he must “present the identity of a line on which he can be contacted”.
This change will assist the Information Commissioner and Ofcom to investigate and take action against infringers. The Information Commissioner can currently impose fines of up to £500,000 and Ofcom can impose penalties of up to £2million. The Government has stated that it is committed to tackling the problem of nuisance calls and that it hopes that the change will make it easier for members of the public to report companies making such calls.
If you have concerns regarding data protection compliance Talk to Tollers contact Liz Appleyard on 01908 306950