NCC Plans National Registry To Help South Africans Block Unwanted Marketing Calls

South Africans who are tired of receiving unwanted marketing calls and messages could soon have greater control over who is allowed to contact them.

The National Consumer Commission (NCC) is preparing to launch a national opt-out registry for direct marketing, aimed at giving consumers a formal mechanism to indicate that they do not want to receive unsolicited marketing.

The planned system will require cooperation between consumers, businesses, regulators and service providers, including entities operating outside South Africa.

How The NCC Marketing Opt-Out Registry Will Work

The proposed registry is expected to give consumers a way to register their preference against receiving direct marketing.

Speaking to Jacaranda FM Newswatch, NCC representative Phetho Ntaba explained that consumers will also have a role to play in identifying businesses contacting them and reporting marketing activity they believe is unwanted or suspicious.

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“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's approach will therefore rely not only on the registry itself, but also on consumers being aware of the services they have signed up for and the businesses authorised to contact them.

International Marketers Also Under NCC Spotlight

One of the challenges facing regulators is marketing conducted through international numbers and service providers.

The NCC is engaging with authorities in other countries as it seeks to address situations where businesses or marketers operating outside South Africa contact local consumers.

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Ntaba said the commission had already attracted interest from overseas authorities following publicity about the planned registry. Cooperation with international regulators could become important where marketers attempt to use foreign numbers or service providers to get around South African consumer-protection requirements.

Consumers And Businesses Will Have A Role To Play

The proposed system is expected to require participation from both sides of the direct-marketing industry.

Consumers will need to identify companies contacting them and report unwanted or potentially suspicious marketing, while businesses and direct marketers will need to take account of consumers' registered preferences.

The NCC is also expected to work with other regulatory authorities as it addresses complaints involving local and international marketers.

For consumers, the planned registry could provide another mechanism for taking control of unwanted marketing communication, while businesses will need to pay closer attention to the preferences of people they contact.

The NCC's preparations come as regulators work towards creating a system that can operate across an increasingly international direct-marketing environment.