New Consumer Protection Act Amendment Regulations that came into force on 15 April 2026 give South African consumers the legal right to register a pre-emptive block against all direct marketing calls and messages, establishing a National Opt-Out Registry administered by the National Consumer Commission and introducing mandatory registration and compliance requirements for businesses that conduct telemarketing.
The regulations, published by the Department of Trade, Industry and Consumer Affairs, represent the most significant overhaul of South Africa’s direct marketing rules since the Protection of Personal Information Act came into effect, and create a dual compliance regime that marketers must navigate carefully to avoid penalties.
How the opt-out registry works for consumers
South Africans who wish to stop receiving unsolicited sales calls and marketing messages can now register a pre-emptive block by completing an application form and submitting it to the National Consumer Commission. The registry allows consumers to block communications from a specific company, or from the entire direct marketing industry in a single registration.
Once registered, no direct marketer may contact that consumer for marketing purposes. Businesses found to be contacting consumers listed on the registry face enforcement action from the NCC, which has been designated as the primary regulator for direct marketing conduct under the new framework.
“Through the Opt-Out Registry, consumers will be able to block marketing communications from specific companies or the entire direct marketing industry,” the National Consumer Commission confirmed in guidance published alongside the regulations.
The regulations took immediate effect from 15 April 2026. Consumers can find registration details on the NCC’s official website.
What businesses must do to comply
Any person or business conducting direct marketing to South African consumers must now register as a direct marketer with the NCC, pay an initial registration fee of R2,574 in 2026, and renew annually at a cost of R1,930.50.
Both fees are set to rise incrementally, reaching R2,979.73 and R2,234.80 respectively by 2029. Businesses must also cleanse their marketing databases monthly against the opt-out registry to remove any newly registered consumers before the next marketing cycle.
Non-compliance with the cleansing requirement, or contacting a registered consumer, constitutes a violation of the Consumer Protection Act and can result in fines, business suspension, or criminal referral.
The new regulations sit alongside, but do not replace, existing POPIA restrictions on electronic direct marketing to non-customers without prior consent. Businesses now face overlapping obligations under two regulatory frameworks administered by two different regulators.
“Businesses engaged in direct marketing will now face overlapping compliance obligations under both pieces of legislation, administered by different regulators,” Werksmans Attorneys noted in a published analysis of the new framework, describing the dual regime as a significant compliance challenge for the industry.
What this means for South African consumers in practice
For ordinary South Africans, the practical effect is straightforward: there is now a lawful mechanism to permanently opt out of the nuisance sales calls that have proliferated in recent years.
Unlike complaints-based enforcement, the opt-out registry is proactive, meaning consumers do not need to wait until they receive an unwanted call before seeking relief.
Consumer rights advocates have welcomed the regulations as long overdue.
