France Tightens Rules on Cold Calling: Prior Consent Now Mandatory from August 11

France is set to significantly tighten regulations on telephone marketing, with new rules coming into effect on August 11 that will require companies to obtain prior consumer consent before making sales calls. This measure aims to curb the persistent nuisance of unsolicited calls, with a recent survey indicating that 97% of French citizens find them annoying.

The new decree, published in the Official Journal, mandates that businesses must secure "informed consent" from consumers. This consent must be a "free, specific, informed, unambiguous, and revocable" expression of will. Companies must clearly state their identity, the terms and duration of the marketing calls, which cannot exceed one year from the date consent is given. Crucially, consumers must be informed that they can withdraw their consent at any time, and this withdrawal process cannot be more complex than the initial consent procedure. Oral withdrawal is permissible.

This new framework replaces the previous 'Bloctel' system, a national opt-out list that required consumers to register if they wished to avoid telemarketing. Lawmakers decided to legislate after Bloctel failed to effectively reduce unwanted calls. The decree specifies that consent cannot be obtained through pre-checked boxes or automatically renewed. However, an exception allows consumers to be contacted by professionals regarding energy renovation and housing adaptation services for the elderly or disabled, provided a prompt follow-up call is made.

The legislative process, which began with parliamentary approval in May 2025, involved extensive debate. The new rules reflect a strong public desire to regain control over unsolicited commercial communications and address the widespread frustration caused by persistent telemarketing. The government hopes these stricter consent requirements will lead to a significant reduction in intrusive sales calls.