From 16 May, those making (or instigating) direct marketing
telephone calls must provide Caller Line Identification
('CLI') when making calls live or through automated means.
The display of their telephone numbers to consumers has the effect
of making it easier for consumers to refuse and/or report unwanted
marketing calls.
The Privacy and Electronic Communications (EC
Directive) (Amendment) Regulations 2016 (SI 2016/524)
('Amendment') which introduces the change applies to
solicited or unsolicited live direct marketing telephone calls from
any UK registered company, regardless of the fact that call centres
may be based abroad.
Both the Information Commissioner's Office ('ICO')
and Ofcom will investigate and take enforcement action against
those who fail to comply. The ICO may impose penalties of up to
£500,000 for failure to comply, and where Ofcom determines
that the direct marketers' activities constitute
'persistent misuse of electronic communications networks
