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Is cold calling legal in the UK, and can AI do it?
Short answer
Live sales calls are legal in the UK if you screen numbers against the Telephone Preference Service (TPS) and Corporate TPS, show your number and stop when asked. Automated marketing calls, including AI voice calls, need the person's specific prior consent. Since 5 February 2026, the maximum fine for breaking these PECR rules is £17.5 million or 4% of turnover.
The rules at a glance
| Call type | Allowed? |
|---|---|
| Live marketing call to a number not on TPS or CTPS | Yes, if you identify yourself and display your number |
| Live call to a TPS or CTPS number | Only with that person's specific consent |
| Automated or AI-voiced marketing call | Only with specific prior consent to automated calls |
| Claims management calls | Only with prior consent |
| Pension scheme calls | Only under strict conditions |
| Service calls (booking reminders, not selling) | Not marketing, but stay accurate and polite |
Using AI for calls
An AI voice agent that rings people to sell is likely to count as an automated call, so you'd need consent. Using AI to answer inbound calls is different. See can AI make phone calls?
Calling businesses
The same TPS rules cover sole traders and partnerships; companies can register on the CTPS.
Related questions
What is the maximum fine for cold calling?
£17.5 million or 4% of worldwide turnover, whichever is higher, since 5 February 2026. Actual fines are usually much smaller.
How do I check the TPS?
Screen your call list through a TPS licensee or the TPS service before calling.
Sources
- ICO: telephone marketing
- ICO: statement on the Data (Use and Access) Act commencement
- Telephone Preference Service
Checked 17 October 2026. Rules and prices change, so check the source before you rely on it. This is general information, not legal, tax or financial advice.
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