France Ends Unsolicited Telemarketing Under New Opt-In Law
France has introduced a nationwide ban on unsolicited commercial telephone calls, forcing businesses to obtain a consumer’s consent before using phone calls for sales and marketing.
The new rules took effect on August 11, 2026, replacing France’s previous opt-out system with an opt-in model. Under the change, companies are generally prohibited from calling consumers for commercial purposes unless the person has agreed beforehand or the call relates to an existing contract.
The French government says the reform is intended to address years of complaints about persistent marketing calls and fraudulent commercial practices. Previously, consumers could register with the government-backed Bloctel service to indicate that they did not want to receive marketing calls. The new system shifts the responsibility in the opposite direction: businesses must now establish permission before making the call.
There are exceptions. Businesses may continue calling customers where an existing contractual relationship applies, while consumers can voluntarily give permission to receive marketing calls. Consent can also be withdrawn.
The financial consequences for companies that ignore the rules can be significant. The Associated Press reports that companies can face penalties of up to €375,000, while individuals responsible for illegal calls can face fines of up to €75,000.
The change could also be felt beyond France.
Morocco has developed a sizeable outsourced call-centre industry serving French businesses. Le Monde reported earlier this year that between 40,000 and 50,000 jobs could potentially be affected as companies adjust their customer-acquisition operations to the new French rules.
For advertisers and brands, the regulation is another sign of a wider movement towards consent-based customer communication.
