UK Cold Calling Rules: TPS, CTPS and PECR Explained
The UK has one of the most clearly defined systems for marketing calls in the world, but it works very differently from the American one. There's no single calling-hours law, no private lawsuit industry like the TCPA's — and yet regulators issue large fines every year. If you make sales or marketing calls to UK numbers, from the UK or from an offshore call center, you need to understand the Telephone Preference Service (TPS), the Corporate TPS (CTPS) and the Privacy and Electronic Communications Regulations (PECR).
This guide explains who you can call, how to check the TPS, what's banned outright, and what the regulators expect.
The rulebook: PECR, the ICO and Ofcom
Marketing calls in the UK are governed mainly by PECR, enforced by the Information Commissioner's Office (ICO). Personal data used in calling, such as names, numbers and call notes, is also covered by the UK GDPR. Separately, Ofcom polices "persistent misuse" of the phone network, including abandoned and silent calls.
The ICO has been fining nuisance-call companies for years, and the Data (Use and Access) Act 2025 raises maximum PECR fines to the same level as the UK GDPR as its provisions come into force. Directors of companies behind nuisance calls can also be held personally liable.
Live marketing calls and the TPS
For live (person-to-person) unsolicited marketing calls, PECR says you must not call:
- A number registered with the TPS (individuals, including sole traders and many partnerships).
- A number registered with the CTPS (companies and other corporate bodies).
- Anyone who has told you they don't want your calls.
...unless that person has specifically told you they're happy to receive your calls despite being registered.
How to check numbers against the TPS
Organizations making marketing calls license the TPS and CTPS data, directly or through a screening service, and screen every list before calling. A new registration takes effect after 28 days, so your screening data must be refreshed at least that often.
- License or access TPS/CTPS screeningDirectly or via a screening provider
- Screen every list before callingRemove registered numbers unless you hold specific consent
- Check your own suppression listAnyone who told you to stop calling
- Refresh at least every 28 daysNew registrations apply after 28 days
- Keep screening recordsEvidence for the ICO if a complaint arrives
Recorded-message (automated) calls
PECR is much stricter on automated calls that play a recorded message. You may only make automated marketing calls to people who have given specific prior consent to receive automated calls from you. TPS status is irrelevant here: without consent, it's unlawful whether or not the number is registered.
Sectors where cold calling is banned
Some kinds of cold call are restricted much more tightly:
- Pensions. Cold calling about pensions is banned unless the caller is authorized by the FCA (or is a trustee or manager of an occupational pension scheme) and the person consented to the call or has an existing client relationship.
- Claims management. Live marketing calls about claims (for example, personal injury or mis-sold products) require the person's prior consent.
- Consumer financial products. The UK government has announced plans to extend cold-calling bans to consumer financial services and products more broadly. Check the current position before running any finance campaign.
Caller ID
Marketing callers must not withhold their number, and the number displayed must be a valid number that the person can call back to opt out. Ofcom also treats invalid or misleading caller ID as a form of misuse.
Abandoned and silent calls
Ofcom's persistent-misuse policy sets expectations for dialers:
| Ofcom expectation | What it means in practice |
|---|---|
| Abandoned calls no more than 3% of live calls per 24 hours per campaign | Tune predictive dialers conservatively |
| An information message on abandoned calls | Identify the caller and give a number to call |
| No repeat calls within 72 hours to a number with an abandoned call, unless a live agent is guaranteed | Prevents repeated silent calls |
| Valid, diallable caller ID | No withheld or fake numbers |
Calling hours
Unlike the US and Canada, the UK has no statutory telemarketing hours. But calls at unsociable hours generate complaints, and complaints drive ICO investigations. Industry codes generally recommend calling between about 8 a.m. and 9 p.m. on weekdays, with shorter hours at weekends. Be conservative.
B2B calls in the UK
Business-to-business calls aren't a free-for-all:
- Companies registered on the CTPS must not receive unsolicited live marketing calls.
- Sole traders and some partnerships are individuals for PECR purposes and are protected by the regular TPS.
- Anyone who tells you to stop calling must be suppressed.
UK vs. US: key differences
| Topic | UK | US |
|---|---|---|
| Registry | TPS (individuals), CTPS (companies) | National DNC Registry |
| Refresh | At least every 28 days | At least every 31 days |
| Recorded calls | Prior specific consent always | Prior express written consent for sales |
| Calling hours | No statutory hours | 8 a.m.–9 p.m. plus state rules |
| Enforcement | ICO fines, Ofcom action | Lawsuits, FTC, FCC, state AGs |
| Private lawsuits | Rare | Very common |
A UK cold-calling checklist
- Screen every list against TPS and CTPS within the last 28 days
- Keep a suppression list of everyone who asked you to stop
- Get specific prior consent before any recorded-message call
- Check sector bans for pensions, claims management and financial products
- Display a valid caller ID that people can call back
- Keep abandoned calls under 3% and play an information message
- Avoid repeat calls within 72 hours after an abandoned call
- Document the lawful basis for processing personal data under UK GDPR
- Call at reasonable hours
A worked example: a UK campaign from an offshore center
A UK energy-efficiency company hires a call center abroad to book home surveys:
- Screening. The company licenses TPS and CTPS data and screens the lead list; registered numbers are removed unless the person specifically consented to this company's calls.
- Suppression. Everyone who previously asked the company to stop calling is removed.
- No recorded messages. The campaign uses live agents only, since automated calls would need prior specific consent.
- Caller ID. Calls display a UK number that rings back to the company's opt-out line.
- Dialer settings. Abandoned calls are kept under 3% per 24 hours, with an information message on each one and no repeat calls within 72 hours.
- Records. Screening dates, suppression lists and consent records are kept as evidence for the ICO.
The offshore location doesn't change any of this: UK rules apply to calls received in the UK.
Common UK myths
| Myth | Reality |
|---|---|
| "TPS registration only covers landlines." | Mobile numbers can be registered on the TPS too. |
| "Businesses can always be cold called." | Companies on the CTPS can't receive unsolicited live marketing calls. |
| "Calling from abroad avoids PECR." | The rules apply to calls received in the UK. |
| "There are legal calling hours." | There are no statutory hours, but unsociable calls drive complaints. |
| "Withheld numbers are fine for sales." | Marketing callers must display a valid number. |
Key terms
- PECR: the Privacy and Electronic Communications Regulations.
- TPS / CTPS: the Telephone Preference Service (individuals) and Corporate TPS (companies).
- ICO: the Information Commissioner's Office, which enforces PECR.
- Ofcom: the communications regulator, which polices persistent misuse such as silent calls.
- Screening: checking a list against TPS and CTPS data before calling.
Frequently asked questions
Is cold calling legal in the UK?
Live cold calling is legal for most products, as long as you don't call numbers registered with the TPS or CTPS (unless they've specifically consented to your calls), don't call people who asked you to stop, and display a valid caller ID. Automated recorded-message calls need prior consent, and some sectors such as pensions have stricter bans.
How do I check if a number is registered with the TPS?
Businesses screen their call lists against TPS and CTPS data, either by licensing the data directly or through a screening provider. Screening data must be refreshed at least every 28 days.
How long does TPS registration take to work?
A new TPS registration takes effect after 28 days.
Can I call businesses registered with the CTPS?
Not with unsolicited live marketing calls, unless the business has specifically told you it's happy to receive your calls.
What are the fines for breaking UK cold calling rules?
The ICO can fine companies that break PECR, and the Data (Use and Access) Act 2025 raises maximum PECR fines to UK GDPR levels. Directors can also be held personally liable.
This article is general information, not legal advice. UK rules are changing; confirm the current position with the ICO's guidance or a UK adviser.