As the ICO reports that it has considerably increased fines year on year in relation to cold calling and inappropriate direct marketing (click here), lawmakers in the UK have announced a new law.
To be effective from 16 May, it will require those instigating or undertaking marketing calls to ensure that Caller Line Identification is enabled – i.e. so that the recipient of the call can see who is calling.
This is part of a wider regulatory approach to this sector as we have reported on before, and it is one that is very much in the public spotlight as crimes involving identity theft and phishing continue to increase. As the ICO point out in its blog, it is not just calls which are an issue (and which have attracted fines) but also text messages and emails.