What UK businesses should know about PECR, TPS screening, Ofcom’s abandoned-call rules and UK GDPR before using an AI calling agent.
This article is general information, not legal advice. Check your specific situation with a qualified adviser.
Using an AI agent to answer calls from your own customers raises few regulatory issues beyond data protection and transparency. Outbound marketing calls are where UK rules bite.
The Privacy and Electronic Communications Regulations (PECR) govern direct marketing calls. Fully automated marketing calls require the recipient’s prior consent. Live marketing calls must not go to numbers registered with the Telephone Preference Service (TPS) or, for companies, the Corporate TPS, unless the person has consented.
Ofcom enforces rules against persistent misuse of communications networks, including silent and abandoned calls. Any automated dialling campaign has to be designed so that answered calls are connected promptly and not dropped.
If you record or transcribe calls, you need a lawful basis, a clear notice to the caller and sensible retention periods. Make sure your privacy notice explains the use of an automated assistant and any AI-based processing.
Identify your business at the start of the call, disclose the automated assistant, screen against TPS where relevant, record consent and offer an easy opt-out and human handover. ZahrionTech configures these controls, and you should confirm the legal basis for outbound programmes with your own adviser.