The Gauteng Office of Consumer Affairs has encouraged consumers to register on the national Opt-Out Registry to block unsolicited telemarketing calls, SMSs and emails from businesses.
The call follows amendments to the regulations of the Consumer Protection Act, which were gazetted on 15 April 2026 and are aimed at strengthening consumer protection against unwanted direct marketing.
Under the amended regulations, the responsibility now shifts to businesses to prevent unwanted marketing communications, rather than placing the burden on consumers to unsubscribe from each company individually.
By registering a pre-emptive block on the National Consumer Commission Opt-Out Registry, consumers will be able to legally stop all registered direct marketers from contacting them.
Acting Chief Director of the Gauteng Office of Consumer Affairs, Milly Viljoen, said the amendments come at a critical time as many consumers face high levels of debt and increasing living costs.
She said consumers need to be aware of their rights under the new regulations, which include the right to refuse direct marketing by registering on the system.
“All direct marketing businesses must register on the system and renew their registration annually. Businesses must respect consumers’ opt-out choices and refrain from contacting them,” Viljoen said.
She added that companies are now expected to clean up their marketing databases and ensure that consumers’ personal information is not used without consent.
“These amendments matter because too many consumers are still being harassed by spam calls and messages, often after asking to be removed. These new rules aim to shift the burden onto businesses to comply — and not for consumers to chase them,” she said.
Consumers have been advised to register their opt-out request either for a specific company or for the entire industry once the system becomes available.
The registration will be a once-off step offering ongoing protection, although consumers should ensure their details remain updated if circumstances change.
Consumers are also encouraged to report businesses that continue contacting them after an opt-out request and to be cautious about where they share their personal information.
The amendments will take effect from July 2026, when direct marketing businesses must register and the system becomes available to consumers.
According to the Consumer Protection Act, non-compliant businesses could face fines of up to R1 million or 10% of annual turnover, whichever amount is higher. – SAnews.gov.za
