South Africans will be able to block direct marketing through the planned NCC registry, with marketers given 30 days to remove opted-out consumers from their databases.
Suspected spam incoming call / iStock
Consumer journalist Wendy Knowler says the National Consumer Commission’s (NCC) plans to introduce a direct marketing opt-out registry will be a significant step for consumers.
The NCC is preparing to launch the registry to help South Africans control unwanted direct marketing calls and messages.
“Direct marketing is a very big term in the Consumer Protection Act. A lot of us refer to it as spam.
“It’s something unsolicited sent directly to you. So, it’s an SMS on your phone, a call to your phone, an email to your email address.
“You didn’t initiate the call. They’ve found your number somehow, and they’re phoning you, and they want to sell you something.”
How will the opt-out registry work?
“Once your details are added to the opt-out registry, marketers will have 30 days to remove your details from their contact lists.”
Knowler says that, by law, the NCC is empowered to take any legal action against marketers should they not comply.
Spam communications surge
She says the development comes amid a reported increase in spam communications.
Knowler adds that spam calls increased by 25% between January and June this year, while spam messages rose by almost 60%.
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“It’s actually going to cost a direct marketer 12c per record, which they have to cleanse off their database because that person has activated a block against direct marketing.
“So, the industry’s not at all happy about that. They’re saying it’s also going to lead to job losses.”
Meanwhile the NCC’s Phetho Ntaba says new system will require cooperation between consumers, direct marketers, the NCC and regulatory authorities both in South Africa and abroad.
“This is going to require all parties involved. Consumers, number one, if you have subscribed, be aware that you are subscribed to a particular service provider, locally or internationally.”
The NCC is also engaging with authorities in other countries to address cases involving international service providers. Ntaba said the commission is already receiving interest from overseas authorities following publicity around the planned registry.
Ntaba says the commission is preparing to communicate the official launch date and explain when consumers will be able to register their preferences.
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