The South African government is taking decisive steps to protect consumers from relentless and often intrusive direct marketing practices, Cape {town} Etc reports.
On Wednesday, Minister of Trade, Industry and Competition, Parks Tau, will unveil the National Opt-Out Registry system at a media briefing in Pretoria.
This initiative is hailed as a game-changer for consumers, providing them with the power to pre-emptively block unwanted marketing communications.
The Opt-Out Registry is set to revolutionise how businesses approach direct marketing. According to a statement from the Department of Trade, Industry and Competition, ‘Direct marketers will have to cleanse their marketing databases monthly before running any direct marketing campaign.’
This means that consumers will have the authority to decline marketing communications from specific companies or even opt out from the entire industry, protecting their privacy and peace of mind.
This measure is part of the broader amendments made to Regulation 4 of Section 11 (3) of the Consumer Protection Act No. 68 of 2008, which were announced earlier this month.
The National Consumer Commission (NCC) is appointed as the administrator of the Opt-Out Registry.
In a welcoming response, the NCC’s Acting Commissioner, Hardin Ratshisusu, stated, ‘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.’
The amended Regulations come into effect in April 2026, establishing clear guidelines for both consumers and marketers. Registration for consumers, as well as for direct marketers eager to comply with the Consumer Protection Act, will commence in July 2026.
Direct marketers will be responsible for regularly updating their marketing lists to remove individuals who have opted out. Failure to comply with the new Regulations could lead to severe penalties – up to R1 million or 10% of a direct marketer’s annual turnover, whichever is greater.
The Minister’s briefing will also feature key discussions with notable figures such as National Consumer Commissioner Hardin Ratshisusu and the Chairperson of the Information Regulator, Advocate Pansy Tlakula.
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