South Africa’s new opt-out system could finally change that.
For years, South Africans have clicked unsubscribe, replied STOP and registered on opt-out lists.
And the spam kept coming.
The problem wasn’t that we had no rules. We had the Consumer Protection Act and POPIA. The problem was weak enforcement and no properly functioning national opt-out system.
That is starting to change.
A new National Opt-Out Registry
On 15 April 2026, new Consumer Protection Act regulations came into force, establishing a national Opt-Out Registry administered by the National Consumer Commission (NCC).
The important change? More responsibility now sits with marketers.
Direct marketers will be required to register with the NCC and check their databases against the national registry.
There is one important caveat: the rules are already in force, but the registry itself is still being rolled out. So don’t expect spam to disappear overnight.
POPIA already protects you
POPIA restricts unsolicited electronic direct marketing and, in 2025, the Information Regulator made another important clarification:
Opt-out does not constitute consent.
A company cannot simply assume that because you haven’t unsubscribed, you’ve agreed to receive its marketing.
And if you do unsubscribe, it shouldn’t conveniently “forget”.
Is anyone enforcing this?
Yes, although enforcement remains challenging.
The Information Regulator took action against FT Rams Consulting after unsolicited marketing emails continued despite repeated opt-out attempts.
When the company failed to comply with the Regulator’s enforcement notice, it was issued a R100,000 infringement penalty. The penalty reportedly remained unpaid, forcing the Regulator to pursue recovery through the courts.
So regulators are acting — but enforcement still has some way to go.
What should you do?
1. Register your opt-out
Use the NCC Consumer Opt-Out Registry:
https://eservice.thencc.org.za/Consumer_Opt_Out_Industries/OptOutregistryconsumers
You can also register with DMASA:
https://dmasa.org/page/register-opt-out-service
2. Reply STOP or unsubscribe — and keep the evidence.
Take screenshots showing the sender, date and your opt-out request.
3. Report repeat offenders.
For unwanted electronic direct marketing involving your personal information, complain to the Information Regulator:
https://eservices.inforegulator.org.za/services.aspx
Will this finally stop spam?
Not all of it.
Scammers and criminals aren’t going to consult an opt-out registry before sending phishing messages.
But legitimate businesses now face clearer rules and stronger mechanisms for enforcement.
And that matters.
You shouldn’t have to unsubscribe from the same company again and again.
If you opt out and they keep contacting you, don’t just delete the message.
Keep the evidence. Report them.