AMALTA SEEVNARAYAN DHANEE | LEGAL ADVISOR
Have you ever received an unexpected sales call, promotional SMS, or marketing email and wondered how the company got your details?
You're not alone. Unwanted marketing communications have become a common frustration for many South Africans.
The good news is that new Consumer Protection Act (CPA) Amendment Regulations, which came into effect in 2026, are designed to give consumers greater control over who can contact them and how their personal information is used.
These changes mark an important step towards strengthening consumer rights and improving the regulation of direct marketing practices in South Africa.
What has changed
The new regulations strengthen consumer privacy by enhancing South Africa's National Opt-Out Registry.
In simple terms, consumers can now register their details on a central database system to indicate that they do not want to receive direct marketing communications. This includes:
- Promotional emails
- Marketing SMSs
- Telemarketing calls
- Other unsolicited advertising messages
Consumers now have better control over their personal information as well as improved privacy protection. Once a consumer registers on the opt-out registry, businesses must immediately stop sending marketing communications to that consumer.
Businesses that conduct direct marketing are required to ensure that their marketing practices are reviewed to ensure compliance with the new regulations. They must maintain accurate marketing databases, remove consumers who have opted out, and further comply with the NCC's registration requirements.
What does this mean for you?
The amendments give you more control over your personal information and marketing preferences.
This affords the consumer greater privacy protection, reduced unwanted marketing calls and messages, and more control over who can contact you.
Once your details have been registered and verified on the Opt-Out Registry, businesses are required to stop sending direct marketing communications to you.
How to register on the Opt-Out Registry System
The National Consumer Commission (NCC) has introduced an online Opt-Out Registry System (OORS) to make the process simple and accessible.
To register, you will need a valid email address and your South African identity number.
You can choose to block all direct marketing communications or only certain types of marketing communications.
Registration steps
- Visit the NCC portal at https://eservice.thencc.org.za
- Create your profile.
- Submit your details for verification.
- Once approved, you will receive login credentials via email.
- Log in and activate your preferred marketing communication block.
Practical tips for consumers
While the Opt-Out Registry is an important tool, consumers should also take simple steps to protect themselves:
- Think carefully before sharing personal information online.
- Read consent clauses before signing application forms or agreements.
- Regularly review your marketing preferences.
- Keep a record of any unwanted communications received after opting out.
- Report persistent offenders to the relevant authorities where necessary.
The bottom line
The 2026 CPA amendments represent an important step forward in protecting consumer privacy in South Africa. By making use of the National Opt-Out Registry, consumers can take greater control over how and when businesses communicate with them.
Your personal information is valuable — and these new protections help ensure that your choices are respected.
Disclaimer: This article is provided for general information purposes only and does not constitute professional advice. For advice tailored to your specific circumstances, please consult a suitably qualified professional.