SA’s direct marketing landscape is undergoing a major shift, with new laws imposing harsh penalties on violators. Consumers have faced a surge in spam messages and calls in recent years, even when consumers explicitly tell direct marketers to stop contacting them.

Truecaller said that monthly spam call volumes were nearly 23% higher on average in the first five months of 2026. 

BusinessTech reports that it noted that spam messages had increased at an even faster rate, rising 61.2% over the same period.

Amid the rise in spam, rules governing direct marketing underwent a major shift in April, with the publication of the Consumer Protection Act Amendment Regulations, 2026.

Trade, Industry & Competition Minister Parks Tau published the regulations, which amend regulation four of the Consumer Protection Act Regulations, 2011.

Law firm Wright Rose-Innes said that the amendments establish a formal opt-out registry, which enables consumers to pre-emptively block unwanted direct marketing communications.

The Consumer Protection Act (CPA) empowers the National Consumer Commission (NCC) to create a registry in which individuals may register a pre-emptive block against direct marketing communications. 

BusinessTech reports that it also allows the Minister to issue regulations governing the operation of such a registry.

The recent amendments thus massively expand on the practical implementation of the framework. This includes direct marketers now being required to register on the opt-out registry and pay an initial registration fee of R2 574.

Registration will also need to be renewed annually upon payment of a prescribed renewal fee of R1 930. 

Wright Rose-Innes added that direct marketers will now need to be clearly identifiable on public platforms.

All electronic communication will also need to include all relevant details, including name and contact details.

Full BusinessTech report