AFTER THE BELL: Cold call conundrum — tell me, how many missed calls did you get today?

Cold calling remains a lifeline for some consumers, but South Africa's crackdown on spam calls may struggle to reach those engaging in illegal practices. The National Consumer Commission aims to stop spam calls by allowing consumers to select categories they wish to avoid, which will then inform direct marketers to refrain from contacting them.

However, the effectiveness of this plan is questionable, as unscrupulous operators may still find ways to bypass the regulations. Many callers likely obtained the recipients' information by breaching the Protection of Personal Information Act. The consequences for those caught breaching the rules are uncertain, with questions lingering about the commission's ability to identify and pursue violators.

Despite these concerns, the Direct Marketing Association maintains a positive outlook on the new regulations, believing they will benefit the established companies while also targeting those who operate outside the legal boundaries.