The Gauteng Office of Consumer Affairs (GOCA) is encouraging residents to take advantage of a new system that will help block unwanted marketing calls, SMSs and emails.
This follows recent changes to the Consumer Protection Act, which were officially published on 15 April 2026. The amendments are designed to better protect consumers from persistent and often intrusive direct marketing.
Under the new rules, the responsibility shifts from consumers to businesses. Instead of having to unsubscribe from each company individually, consumers will now be able to register once on the National Consumer Commission Opt-Out Registry. Once registered, companies listed as direct marketers are legally required to stop contacting them.
Acting Chief Director at GOCA, Milly Viljoen, said the changes come at an important time, as many consumers are struggling with debt and the rising cost of living.
She explained that the new regulations are meant to reduce harassment from unwanted marketing, even in cases where consumers had previously asked to be removed from contact lists.
Viljoen highlighted that consumers now have the right to refuse direct marketing entirely by registering on the system. Businesses, on the other hand, must register annually, respect opt-out requests, and clean up their marketing databases. Companies are also no longer allowed to use personal information freely without consent.
“These amendments matter because too many consumers are still being harassed by spam calls and messages,” Viljoen said, adding that businesses must now remove anyone who has opted out before running marketing campaigns.
What consumers need to know
Consumers are advised to register on the Opt-Out Registry once it becomes available. This can be done either to block specific companies or the entire direct marketing industry.
Once registered, no further action is required, as the protection remains in place. However, consumers should ensure their details are kept up to date and report any companies that continue to contact them after opting out. It is also important to be cautious about where personal information is shared.
The new system will come into effect in July 2026, when businesses are required to register and consumers will gain access to the platform.
Companies that fail to comply with the new regulations could face heavy penalties, including fines of up to R1 million or 10% of their annual turnover, whichever is higher.
The move is expected to significantly reduce unwanted marketing and give consumers more control over their personal information.
