Emmanuel Macron has overseen the entry into force of a new French law that bans unsolicited telemarketing calls unless the recipient has given explicit consent. The legislation, which came into effect on Tuesday, allows regulators to levy fines of up to €75,000 for each illegal call made by an individual and up to €375,000 for corporate offenders.
What the new rule requires
Under the new framework, businesses must obtain prior consent before contacting a consumer. That consent can be withdrawn at any time, and companies may only call again if they have an existing contractual relationship with the customer. The law replaces the previous opt-out system, where callers could be placed on a government-run blacklist that was often ignored.
"Businesses are prohibited from contacting consumers without their prior consent," said Alice Vilcot, chief of staff at the Directorate-General for Competition, Consumer Affairs and Prevention of Fraud.
Authorities estimate that around three-quarters of French residents receive at least one unsolicited sales call each week. In 2024, a coalition of eleven consumer organisations called for a ban, describing the calls as a daily intrusion for many households.
Why the law matters
The measure aims to curb aggressive sales tactics that have long plagued French consumers and to protect vulnerable groups from fraudulent schemes. By shifting from an opt-out to an opt-in regime, the government hopes to create a clearer, enforceable barrier against unwanted calls.
Beyond consumer protection, the law has sparked concern in Morocco, where a large portion of French-language call-centre work is outsourced. Younes Sekkouri, Morocco's minister of employment, warned that up to 50,000 jobs could be at risk if French firms reduce or relocate their telemarketing activities.
Youssef Chraïbi, president of the Moroccan Federation for Outsourcing Services, noted that while pure telemarketing now accounts for only 15-20% of the sector's activity, the French market still generates more than 80% of the industry's revenue.
What comes next
Consumers can report illegal calls through a dedicated government website, and regulators have already fined an Ireland-based firm €6 million for breaching the previous rules. Other European nations have taken similar steps: Germany has enforced a ban since 2009, and the Netherlands recently tightened its own rules, prohibiting promotional calls to existing customers without prior consent.
In the United Kingdom, companies that ignore the Telephone Preference Service can be fined up to £500,000 per call, illustrating a broader trend toward stricter enforcement across Europe.
The French law will be monitored closely for its impact on consumer experience and on the outsourcing landscape in North Africa. If successful, it could encourage further harmonisation of telemarketing regulations within the EU.