United KingdomPECR, Automated Calls, Facsimile and Live Telephone Calls for Direct Marketing
PECR (S.I. 2003/2426), regs. 19-21, 21A, 21B and 24
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What follows is LexLint's own research summary of this law, not legal advice.
In force since .
A telephone contact rule binding public and private bodies.
As of .
What it requires
- These duties reach only calls and faxes made for direct marketing purposes; a purely informational or service call is outside them.
- Get the called subscriber's prior consent before transmitting, or instigating the transmission of, recorded matter for direct marketing purposes by an automated calling or communication system (one that can automatically dial a sequence of numbers and play sounds that are not live speech), and either do not prevent presentation of your calling line's identity or present a line on which you can be contacted.
- Do not transmit, or instigate the transmission of, an unsolicited direct-marketing fax to an individual subscriber unless they have consented, to a corporate subscriber who has told you not to, or to any subscriber whose number is listed on the fax-marketing register the Information Commissioner keeps, unless that subscriber has since told you they do not object.
- Do not use, or instigate the use of, a public electronic communications service to make an unsolicited live call for direct marketing purposes to a subscriber who has registered an objection to such calls on that line, or who has told you directly not to call, unless they have since told you they do not object.
- Whether or not the call is solicited, do not prevent presentation of your calling line's identity, or present a line on which you can be contacted, when making a call for direct marketing purposes.
- Get the called individual's prior consent before making an unsolicited call marketing claims management services; there is no do-not-call-register or existing-customer exception for this subject.
- Do not make an unsolicited call marketing occupational or personal pension schemes unless you are an authorised person or a scheme's trustee or manager and the individual has consented, or has an existing client relationship with you in which they might reasonably expect such calls and has been given a simple, free means of refusing both at collection and with every later call.
- When you use an automated calling system or a fax for direct marketing, give your name and either your address or a telephone number where you can be reached free of charge; for a live call, give your name and, if the recipient asks, that address or number.
If you get it wrong
Criminal exposureNo
Private right of actionYes
Penalty structure
The PEC Regulations' own enforcement route (reg. 31 and Sch. 1) applies Data Protection Act 2018 s.157 with modifications. Schedule 1 paragraph 18(b)(ii), as substituted by the Data (Use and Access) Act 2025, Sch. 13 (in force under S.I. 2026/82, reg. 2(z14)), gives a failure to comply with regulation 5, 6, 7, 8, 14, 19, 20, 21, 21A, 21B, 22, 23, 24 or 32B(4) or (5) the higher maximum amount defined at Data Protection Act 2018 s.157(5): the greater of £17,500,000 or 4 percent of worldwide annual turnover for an undertaking, or £17,500,000 for anyone else. Every other PEC Regulations contravention keeps the lower, standard maximum amount under s.157(6) (the greater of £8,700,000 or 2 percent, or £8,700,000).
- Rule
- Higher of
- As of
- Currency
- GBP
- Fixed cap
- 17,500,000
- Turnover percentage cap
- 4
Who enforces it
Enforcement body
Information Commissioner's Office (ICO), exercising the enforcement powers Schedule 1 applies to it under regulation 31 of the Regulations.
What it reaches
Obligation class
Consent, Disclosure
What this law does
Drafted with AI from the cited sources under the direction of UnGovr staff. UnGovr holds editorial responsibility for this page.
These provisions reach only a call or fax made for direct marketing purposes, not a purely informational or service call. Regulation 19 requires the called subscriber's prior consent before transmitting recorded matter for direct marketing purposes by an automated calling or communication system, and either presenting the calling line's identity or an alternative contact number.
Regulation 20 bars an unsolicited direct-marketing fax to an individual subscriber unless they consented, to a corporate subscriber who has objected, or to any subscriber whose number is on the fax-marketing register the Information Commissioner keeps under regulation 25. Regulation 21 bars an unsolicited live telephone call for direct marketing to a subscriber who has registered an objection under regulation 26 or told the caller directly not to call.
Every direct-marketing call, solicited or unsolicited, must present a working calling-line identity or an alternative contact number. Regulation 21A requires the called individual's prior consent for an unsolicited call marketing claims management services, with no do-not-call-register exception.
Regulation 21B lets only an authorised person or a scheme's trustee or manager make an unsolicited call marketing occupational or personal pension schemes, and only with that consent or within an existing client relationship that carries a standing free means to object, again whatever the register says.
Regulation 24 requires a caller using an automated system or fax to give their name and either an address or a freephone number, and a live caller to give their name and, on request, that address or number.
When LexLint raises it
automated_outreach
Read the law
Every line above is drawn from the primary source linked here, read on the date shown. This is a research summary, not legal advice.