New opt-out registry gives South Africans a way to block unwanted marketing calls

South Africa’s National Opt-Out Registry is set to launch on April 15, 2027, providing a way for South Africans to block unwanted marketing calls. Minister of Trade, Industry and Competition Parks Tau announced that the registration process will take place in two phases, ending by mid-April 2027. Companies found in breach of the amended regulations under the Consumer Protection Act (CPA) could face fines of up to R1 million or 10% of their annual turnover, whichever is higher.

Tau noted that unsolicited calls have become a daily occurrence for millions of South Africans, with the Truecaller 2026 survey revealing a 25% increase in spam calls between January and June this year compared to the same period last year.

The Minister highlighted Section 14 of the Constitution, which guarantees individuals the right to privacy, emphasizing that phone numbers, email addresses, and personal information should not be harvested and traded without consent. The CPA gives consumers the right to preemptively block unwanted direct marketing, but this right had largely remained on paper for the past 15 years. Tau emphasized that this move is not a ban on electronic communication but must be carried out with respect and consideration for consumers.

National Consumer Commissioner Hardin Ratshisusu outlined the two-phase implementation of the Registry. Phase one, running from September 15 to December 2026, focuses on registration, with non-compliance resulting in contravention of the CPA. Phase two, from December 2026 to April 2027, allows direct marketers to clean their marketing lists over five months.

Ratshisusu stressed that both direct marketers and consumers must register to effectively prevent unwanted direct marketing communication. The National Consumer Commission will roll out consumer education initiatives to assist with the registration process.

Both direct marketers and consumers must register on the National Consumer Commission’s website, where a red banner in the top right-hand corner reads “e-services and OORS.” The registration process takes only two-and-a-half minutes, or less for tech-savvy Gen Z users. The Information Regulator, Pansy Tlakula, welcomed the new Registry but stressed that the amended regulations to the CPA must be read alongside the Protection of Personal Information Act (POPIA).

POPIA already regulates the use of personal information for direct marketing, prohibiting unsolicited electronic direct marketing unless consumers have given consent. The Opt-Out Registry adds an additional mechanism for consumers to preemptively block unwanted direct marketing, meaning businesses need to ensure compliance with both sets of requirements. Non-compliance could result in referrals to the National Consumer Tribunal.