Voice Call Compliance in the United Kingdom

Key Rules for Voice Calls in the United Kingdom

Live marketing calls in the UK must be screened against the Telephone Preference Service (TPS and CTPS), and automated recorded marketing calls require specific prior consent under PECR. Ofcom rules on persistent misuse also apply.

European countries regulate marketing calls through national laws and do-not-call or objection registers, and automated (recorded) marketing calls generally require prior consent.

Practical Checklist

• Check whether the call is promotional or a service call, as the rules differ.
• Use permitted calling numbers and caller ID, and never hide or spoof the calling number.
• Screen numbers against any national do-not-call register before promotional campaigns.
• Call only within permitted hours in the recipient's time zone and keep recorded messages short.
• Offer an easy way to stop further calls and record call consent where required.

Contact data

Format numbers in international E.164 format with the +44 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.

Advertising Alongside Messaging

Ads in the UK must follow the CAP Code enforced by the Advertising Standards Authority (ASA), including clear labelling of influencer and affiliate content.

This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for the United Kingdom before every launch.