By Lehlohonolo Lehana.
Minister of Trade Industry and Competition (DTIC) Parks Tau launched the national opt-out registry system that will allow consumers to pre-emptively block unwanted direct marketing communication.
Section 11 of the Consumer Protection Act (CPA) provides consumers with the right to block unwanted direct marketing communications. This gives the consumer watchdog, the National Consumer Commission (NCC), the power to administer the National Opt-Out Registry.
During his address in Pretoria, Tau said the number of unknown calls South Africans receive daily has declined, suggesting more people are blocking these numbers.
According to Truecaller ‘2026 South Africa’s Spam Report’, South Africans received 17.47-billion spam calls between January and June this year, up 25.2% on the same period in 2025.
Spam SMSes rose by 58.9%, to 3.71-billion. The opt-out registry, therefore, aims to bring relief to South Africans bombarded with unwanted direct marketing communication.
He explained that all direct marketers must register and renew their registration every year, noting that an unregistered marketer may not contact any consumer for direct marketing.
He reiterated the point that every registered marketer must cleanse its list against the registry every month before running any campaign and every communication must be traceable with the marketer’s name, address and contact number.
“This is not a ban on direct marketing. Direct Marketing is a legitimate business activity. It supports jobs, including our global business services and call centre sector, which employs many young South Africans. We want this sector to grow, we support this sector to grow, but it must grow on the basis of consent and respect,” the Minister said.
After the completion of the preliminary phases, and from May 2027, consumers will be able to register and preemptively block companies.
National Consumer Commission (NCC) Acting Commissioner Hardin Ratshisusu explained that South Africans will be able to file a block around a category or categories of direct marketers.
And while the Information Regulator is part of the initiative, the Registry should not be confused with what this watchdog already does in terms of the Protection of Personal Information Act (Popia), Ratshisusu said.
“In terms of Popia, as the chairperson clarified today, every direct marketer would still require consent of the data subjects even if they are not on the Registry. So, the only additional measure is the ability of the consumers to opt out any direct marketing they would have signed up to.”
Ratshisusu said it will run a sustained consumer education programme and publish further guidance for both consumers and direct marketers.
Also speaking at the briefing was Pansy Tlakula, chairperson of the South African Information Regulator, welcomed the new Registry but reiterated that the amended regulations to the Consumer Protection Act must be read in conjunction with the Protection of Personal Information Act (POPIA).
POPIA already regulates the use of personal information for direct marketing, with Section 69 generally prohibiting unsolicited electronic direct marketing unless the consumer has given consent, subject to certain exceptions. The new Opt-Out Registry adds a further mechanism through which consumers can pre-emptively block unwanted direct marketing, meaning businesses will need to ensure they comply with both sets of requirements.
“It is our hope that these initiatives will once and for all protect consumers and data subjects against unsolicited direct marketing communications,” Tlakula said.