Telemarketers lose the “former customer” shortcut

The phone rings during dinner and the caller begins, “You used to be our customer.” That sentence once opened many sales conversations. The new rule reverses the burden: the company must show a real permission trail. A previous customer relationship is no longer automatic permission. Charities, good-cause lotteries and newspaper or magazine publishers have limited exceptions, but refusal and withdrawal still matter. A public number is not consent. Since 1 July, commercial calls generally require explicit consumer consent, and businesses must prove it while consumers may withdraw at any time. That distinction matters because the practical decision depends on current conditions, not on the headline alone.

• The rule applies from 1 July 2026.
• Commercial callers must be able to prove explicit consent.
• Consent can be withdrawn; a publicly listed number is not permission.
• Since 1 July, commercial calls generally require explicit consumer consent, and businesses must prove it while consumers may withdraw at any time.

Hokimi field note:Ask for the organisation’s name and the source of consent. If you do not want the calls, withdraw permission clearly and note the date; repeated breaches can be reported to ConsuWijzer.

Information verified on 17 August 2026 · Source1 · Source2