Firm fined for hounding elderly people with nuisance calls claiming to stop … nuisance calls
Elderly Aids Ltd has been fined £190,000 after making more than 758,000 unsolicited sales calls while selling devices intended to block nuisance calls. The Information Commissioner’s Office said the company targeted people, including those who had opted out through the Telephone Preference Service, and described its conduct as exploiting vulnerable customers and undermining trust in privacy protections.
The calls were made between May 2024 and February 2025, prompting around 20 complaints alleging aggressive or misleading tactics and failures to identify callers. The ICO said the firm ignored information requests, continued calling during its investigation and tried to remove itself from the Companies House register; it has also been ordered to stop illegal marketing calls, with possible director disqualification if the fine remains unpaid.
- Call-blocking seller fined for making 758,053 nuisance calls
- ICO said vulnerable people were targeted despite opt-out preferences
- Further action may follow if the £190,000 fine is unpaid
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The Telephone Preference Service lets people in the UK register to reduce unsolicited sales calls. Companies are generally expected to check the register before making marketing calls, and must identify themselves and respect people’s choices.
The Information Commissioner’s Office regulates the use of personal data and can investigate complaints about unwanted marketing. Devices that block nuisance calls are sold to help people screen or prevent such calls, including older people who may be more at risk of pressure or misleading sales tactics.
Rules on marketing calls matter because they give people a way to limit unwanted contact and help protect their personal information. Enforcement can also affect how much confidence people have in those protections.