Hello? Oh no, not another cold call!
As a small business, we’re well-acquainted with the relentless interruptions of cold callers. Whether it’s printers we don’t need, telephone systems we never asked for, or the fastest internet that we already have, these intrusions seem to strike at the worst moments—Friday afternoons, anyone? Worse still, the calls always start in one of two maddeningly predictable ways.
First, there’s the saccharine “Hello, how are you?” opener. Out of politeness, we answer “Fine, thank you,” only for them to chirp back, “I am fine today, thank you for asking.” But we didn’t ask, did we? Then there’s the other favourite: “Who can I speak to in connection with…” This question comes from someone who could have found their answer with just a cursory glance at our company information or LinkedIn profiles. It’s as if reading was somehow too much effort—but bothering us wasn’t.
Enter South Africa’s Department of Trade, Industry and Competition (dtic), with a much-needed solution. Minister Parks Tau has introduced new direct marketing rules under the Consumer Protection Act (CPA), aimed squarely at curbing these intrusive practices. This proposed legislation is a godsend for businesses like ours, finally granting us the power to reclaim our time and sanity.
An opt-out registry for the overwhelmed (like us!)
The centrepiece of the new rules is an opt-out registry that will be administered by the National Consumer Commission (NCC). Think of it as the ultimate “No Cold Callers Allowed” sign for your phone line. Once it’s up and running, individuals and businesses can register their pre-emptive block, effectively telling marketers: “Don’t call us; we’ll call you… or more likely, we won’t.”
Here’s the kicker for tele-marketers:
A long-overdue solution
We’ve all felt the rising tide of intrusive advertising. Tele-marketers have stretched the limits of what’s acceptable, bombarding us with pitches at any time of day, even during that sacred end-of-week wind-down on Friday afternoons. While the Protection of Personal Information Act (POPIA) provided a foundation, its enforcement has been patchy at best. Consent has been ignored, and our right to withdraw consent has often been treated as a suggestion rather than a legal requirement.
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With the dtic’s proposed amendments, we finally have a practical tool to fight back. An opt-out registry is a game-changer, enabling businesses and individuals like us to draw a clear line in the sand—and for cold callers to get the message: no means no.
Tele-marketers, adapt or fade away
Cold calling isn’t just annoying; it’s outdated. Consumers and businesses want relevant, respectful engagement—not to be interrupted by someone trying to hit their weekly call quota. Marketers who cling to old habits will find themselves left behind in an era of consent-based marketing.
From cold calls to warm leads:? Time to pivot
For companies still relying on cold calling to drum up business, the new legislation might feel like the rug is being pulled out from under them. But here’s the thing: clinging to outdated tactics is like trying to sell fax machines in a Wi-Fi world. With intrusive calls set to face tighter restrictions, now’s the time to embrace smarter, more effective lead generation strategies.
The solution? Shift your focus to digital marketing—think SEO to capture high-intent customers on Google, social media to build genuine connections, and paid media campaigns powered by AI to target the right people at the right time. Not only does this approach save your prospects from annoying and unsolicited calls, it positions your business as a trusted choice, not an interruption. It’s time to swap cold calls for warm leads and let your marketing do the talking (silently, of course).
The call-free future we deserve
For us, the thought of fewer calls starting with “How are you?” or the dreaded “Who can I speak to in connection with…” is a breath of fresh air. We welcome this legislation with open arms!
If your strategy needs professional help, reach out?to us.