France bans unsolicited telemarketing calls
France has banned unsolicited telemarketing calls under a new law aimed at protecting consumers from intrusive sales pitches and shielding vulnerable people from fraudulent commercial practices, reports BritPanorama.
The law, backed by President Emmanuel Macron’s government, entered into force on Tuesday. This new regulation marks a significant shift in consumer protection strategies, moving from an opt-out system to mandatory opt-in rules.
Previously, individuals in France had to register with a government-run service to avoid marketing calls, a measure that consumer groups criticized for its ineffectiveness. Now, “businesses are prohibited from contacting consumers without their prior consent,” said Alice Vilcot, chief of staff at the Directorate-General for Competition, Consumer Affairs and Prevention of Fraud. “That consent can be withdrawn at any time.”
The French government states that this law is a response to years of consumer complaints, estimating that about three-quarters of people in France receive at least one unsolicited sales call every week. In 2024, 11 consumer organizations jointly called for a ban, denouncing “relentless harassment of consumers through countless unwanted telemarketing calls to both landlines and mobile phones.”
Parliament approved the law last year, and it imposes hefty fines for violations. Individuals making illegal calls face fines of up to 75,000 euros ($87,000) per call, while companies can be penalized up to 375,000 euros ($435,000) per call. However, consumers may consent to receive marketing calls by opting in through a consent box or if they have a contractual relationship with the company.
People can report unsolicited calls via a government website. Notably, an Ireland-based company was fined 6 million euros ($6.9 million) last year for violating France’s previous telemarketing regulations by contacting people on the no-call list.
The new law has raised concerns in Morocco, where employment minister Younes Sekkouri indicated that up to 50,000 jobs could be at risk in the country’s call centers. The industry has drawn around $100 million in investment and generates over $1 billion annually. Low labor costs and a large French-speaking workforce have made Morocco a favored outsourcing destination.
Youssef Chraïbi, president of the Moroccan Federation for Outsourcing Services, pointed out that the French market accounts for more than 80% of the sector’s revenue. He noted that “pure telemarketing now represents only 15% to 20% of total activity,” as the industry diversifies beyond traditional services.
Germany has implemented a similar ban since 2009, while the Netherlands recently tightened its rules concerning telemarketing calls. Countries like the United States and Canada employ opt-out systems, allowing individuals to register for “Do Not Call” lists. In Britain, companies that contact individuals who have opted out can incur fines of up to 500,000 pounds ($670,000) per call.
The unfolding implications of France’s strategy could reshape telemarketing practices across Europe and beyond, raising questions about consumer rights and business adaptation in the evolving landscape.
