Telemarketing is in the red. New rules on call centers and telephone contracts: what changes

Starting today, June 19, 2026, Italian consumers will experience significant changes in how they interact with companies offering energy, telecommunications, and internet services. A new set of regulations has been implemented to combat aggressive telemarketing practices, marking a shift in consumer protection laws. These rules prohibit businesses from contacting individuals without their explicit consent, which must be clear, specific, and verifiable. This change aims to reduce unwanted calls and ensure that consumers have more control over their personal information and communication preferences.

The new measures were initially introduced for the electricity and gas markets under the "Bollette" decree but have since been extended to cover the telecommunications sector as well. Previously, many companies could contact consumers based on unclear or indirect forms of consent, often collected through intermediaries whose processes were difficult to trace. Now, consumers must actively request to be contacted or explicitly authorize the use of their phone number for commercial purposes. If these conditions are not met, promotional calls will be considered illegal.

One of the most significant aspects of this reform is its impact on contracts. Any agreements made in violation of these new rules can be deemed invalid. The burden of proof now falls on the company rather than the consumer. If an operator cannot demonstrate valid and documented consent, the consumer has the right to challenge the contract and seek its cancellation. This represents a major shift in legal responsibility and empowers consumers to take action against unfair business practices.

The telemarketing industry in Italy is vast, with estimates suggesting it generates over three billion euros annually. It involves thousands of call centers and tens of thousands of employees. Despite these figures, the problem of unwanted calls remains substantial, with approximately fifteen billion such calls estimated each year. Recent efforts by the Authority for Communications Guarantees (Agcom) have aimed to address this issue by implementing anti-spoofing systems designed to block calls using falsified Italian numbers. Between November 2025 and subsequent months, millions of illicit calls originating from forged numbers were successfully blocked.

However, experts and consumer associations caution that while these new regulations represent progress, challenges remain. A growing portion of unwanted calls originates from abroad, making them harder to track and regulate. Many international operators operate outside the scope of Italian law, and thus may not comply with the new requirements. This situation highlights the need for enhanced international cooperation and more effective technical solutions to combat fraudulent calling practices.

The implementation of these new rules marks a turning point in consumer rights regarding telemarketing. By placing the onus on companies to prove valid consent, the legislation shifts power back to consumers, allowing them greater autonomy in managing their interactions with service providers. As the effects of these changes unfold, it remains to be seen how effectively they will curb the prevalence of unwanted calls and protect consumers from potentially misleading or coercive sales tactics.