South Africa: National Opt-Out Registry System Rolls Out October 7

• South Africa is launching a National Opt-Out Registry system to combat 17 billion spam calls reported in the first half of 2026.
• The National Consumer Commission (NCC) will administer the registry, which requires both direct marketers and consumers to register.
• Consumers can use the system to opt out of specific marketers, entire industries, or choose preferred communication methods.
• The system, developed since 2017, is backed by regulations gazetted in April 2026 and aligns with both the Consumer Protection Act and POPIA.
• Non-compliant direct marketers will face penalties administered by the NCC.

For direct marketers, adherence to the new system is not optional.

The South African government is rolling out a new National Opt-Out Registry system designed to curb the pervasive issue of unsolicited direct marketing calls. This initiative comes as new data from Truecaller reveals a staggering 17 billion spam calls were made to consumers in the first half of 2026 alone, highlighting the urgent need for intervention. The Department of Trade, Industry and Competition is set to officially announce the system's rollout plan on October 7, 2026, marking a significant step in consumer protection.

The National Consumer Commission (NCC) has been tasked with overseeing and administering this crucial registry. NCC spokesperson Phetho Ntaba confirmed the commission's readiness to manage the system, which has been under development since approximately 2017. The registry aims to empower consumers by providing a centralized mechanism to manage their preferences regarding direct marketing communications, while also imposing clear obligations on businesses.

The new South Africa National Opt-Out Registry system requires both direct marketers and consumers to register. Businesses engaged in direct marketing activities must sign up to declare their operations within the system. Concurrently, consumers will create profiles to exercise their right to opt out of unwanted communications. This dual registration process is central to the registry's functionality, ensuring that consumer preferences are clearly communicated and legally binding.

Once registered, consumers gain granular control over their direct marketing exposure. They can choose to block communications from specific direct marketers, opt out from an entire industry, or even specify preferred communication channels, such as email or SMS, while declining others. This flexibility is a key feature, developed after studying international best practices to create a robust and user-friendly system for South African consumers. The regulations empowering the NCC to administer this registry were officially gazetted in April 2026, following a period of public comment, solidifying the legal framework for its operation.

The establishment of the National Opt-Out Registry system is a direct response to the need for enhanced ZA direct marketing compliance, aligning with both the Consumer Protection Act (CPA) and the Protection of Personal Information Act (POPIA). These two legislative frameworks are designed to complement each other, with the CPA specifically addressing a consumer's right to opt out of direct marketing, and POPIA governing the responsible use and sharing of personal information. The NCC direct marketing opt-out registry provides a practical mechanism for enforcing these rights.

For direct marketers, adherence to the new system is not optional. Failure to comply with consumer opt-out requests, as facilitated by the National Consumer Commission registry, will result in penalties administered by the NCC. This underscores the critical importance for lawyers and compliance officers to advise their direct marketing clients in South Africa on their new obligation to register with the system and diligently respect consumer preferences. The Department of Trade Industry Competition opt-out initiative aims to foster a more respectful and compliant direct marketing environment, ensuring that POPIA spam call regulations and CPA telemarketing provisions are effectively upheld.

Lawyers and compliance officers must advise direct marketing clients in South Africa on their new obligation to register with the National Consumer Commission's Opt-Out Registry system and comply with consumer opt-out requests, ensuring adherence to both the Consumer Protection Act and POPIA. Failure to comply will result in penalties administered by the NCC.

Source: Original reporting via podcast interview