New rules aim to curb invasive marketing, but experts flag lack of enforcement

While new rules under the Consumer Protection Act Amendment Regulations aim to curb unsolicited marketing, a lack of enforcement remains a persistent issue. The regulations, which came into effect on 15 April 2026, introduce strict compliance requirements for direct marketers. Businesses are now required to register with the National Consumer Commission before contacting consumers, regularly audit their marketing databases against a national opt-out registry, and strictly adhere to enhanced identification and consent standards. Colleen Makhubele spoke to Alude Xuba – Founder of Xuba & associates Attorneys Inc, Phetho Ntaba - National Consumer Commission (NCC) and David Dickens Chief Executive Officer (CEO) of the Direct Marketing Association of South Africa (DMASA).See omnystudio.com/listener for privacy information.