New regulations may bring a little more peace to the average South African consumer, with amendments to the Consumer Protection Act now aimed at curbing unwanted spam calls. 

The amendments, gazetted by the Department of Trade, Industry and Competition last week, include the establishment of an “Opt Out Registry”, which will allow consumers to block unwanted marketing calls. from a specific company or from an entire industry. 

The National Consumer Commission (NCC), which welcomed the changes, said the move would give consumers stronger protection against intrusive direct marketing. 

“For too long, consumers have been exposed to intrusive and unwanted direct marketing communication. The Regulations provide for a robust mechanism to stem unwanted calls to ensure that consumers are protected,” said the NCC’s Acting Commissioner, Hardin Ratshisusu. 

In terms of the new rules, all direct marketers in South Africa will be required to register, and they will also need to update their marketing lists before contacting consumers, removing the details of anyone who has opted out through the registry. 

The NCC will act as the administrator of the new registry system. 

“The Regulations also stipulate the registration, renewal and cleansing (deduping) fees, among other requirements,” read the NCC’s statement.  

Registration for both direct marketers and consumers is expected to begin in July 2026. The NCC said it would communicate the registration process and requirements ahead of time. 

Meanwhile, companies that fail to comply with the regulations could face steep penalties, such as an administrative fine of up to R1 million or 10% of annual turnover, whichever amount is greater.