New guidelines target 'silent calls'

The Direct Marketing Association (DMA) has introduced new rules aimed at reducing so-called 'silent calls'.

These are often generated by automatic dialling machines in telesales call centres. When a number connects it is routed to an operator, but if no operator is available the connection is terminated, leading to the 'silent call'. Number scanners that dial sequences of numbers to find which ones are active are also responsible.

Research found that 37% of people considered that such calls were an "unacceptable inconvenience", while 22% felt that the calls made them "anxious".

Under the new guidelines, telemarketers cannot withhold their number. Return calls to that number must be free and give the name of the organisation calling.

Members of the trade association have three months to comply with the rules.

The DMA will be setting up a database listing the free call-back numbers and the names of the companies using them, and members of the marketing and communications industry trade association must also have measures in place to deal with "do not call" requests from consumers.