The Netherlands Authority for Consumers and Markets (ACM) has announced plans to intensify its oversight of telemarketing practices, responding to a significant number of complaints from consumers. Businesses are required to ensure compliance with telemarketing regulations by July 1, after which ACM will conduct audits to verify adherence to the rules.

Manon Leijten, a board member of ACM, highlighted that telemarketing has consistently been a major issue, particularly with energy suppliers and telecom operators generating the most complaints. To address this, ACM held a meeting on March 27 to remind these sectors of their obligations regarding telemarketing.

During the meeting, ACM emphasized that businesses must obtain explicit consent from consumers before making telemarketing calls, and this consent must be verified through various means such as apps, text messages, or emails. Additionally, businesses are required to be transparent about the purpose of the call, pricing, and contract duration.

ACM also discussed the concept of chain responsibility, indicating that all parties involved in the marketing process share responsibility for compliance. The business that ultimately secures a contract will be held accountable for any violations, and if a contracted firm breaches the rules, the contracting business may also face consequences.

Businesses have until July 1, 2025, to align their processes with the legal requirements. Following this deadline, ACM will conduct audits and may impose fines or other penalties for non-compliance. ACM aims to foster a more transparent telemarketing environment and encourages consumers to report any suspected violations to aid in enforcement efforts.