From 25th June 2004, UK businesses will have the same right as
individuals to block 'cold calling' by marketing firms. The move,
announced early this month, answers concerns from small businesses
that they cannot manage high volumes of direct marketing calls.
UK businesses have the choice to opt-out of direct marketing calls by writing to the Telephone Preference Service (TPS) and registering the relevant phone numbers. They will be given an annual reminder of those numbers in case they no longer need to be covered.
The TPS was set up in 1999 and direct marketing firms have a legal obligation to check and comply with the list before calling, failure to do so can result in enforcement action by the Information Commissioner.
The TPS (and the parallel Fax Preference Service) are currently run by the Direct Marketing Association under supervision by OFCOM. The contracts are subject to competitive tender every five years.
Communications Minister Stephen Timms said:
"Well targeted phone marketing can be a powerful tool but not all businesses are geared up to this and for small businesses in particular unwanted cold calls can be a real burden.
"Extending the right to register on the TPS to corporate subscribers will give businesses the right to opt out if they do not want this form of marketing."
Registration will be free for corporate subscribers, as it is for individuals. However, corporate subscribers will be required to register in writing (by post, e-mail or fax) to safeguard against bogus or inappropriate registrations (individuals may also register by phone).
