“This company has driven a coach and horses through cold calling rules” – Which? response to the fine given to Direct Assist Ltd today by the Information Commissioner’s Office (ICO) for breaking nuisance call rules.

Which? executive director, Richard Lloyd, said:

“This company has driven a coach and horses through cold calling rules and it’s good the ICO has acted decisively. We want to see more fines when the rules change next week to make it easier for regulators to punish firms making these calls.

“We also want to see senior executives held personally responsible for their company’s behaviour on nuisance calls, which could include disqualifying company directors if they flout the rules.”

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