Nuisance-call blocker fined £190k for being a nuisance caller
The Information Commissioner’s Office has fined Elderly Aids Ltd £190,000 for making hundreds of thousands of unlawful marketing calls, many to older people who had explicitly opted out of such contact. The company was selling devices intended to block nuisance calls, making the case particularly notable and highlighting enforcement against businesses that target potentially vulnerable consumers.
Between 27 May 2024 and 10 February 2025, Elderly Aids made 758,053 unsolicited calls—about 2,916 a day—to numbers registered with the Telephone Preference Service without consent. The ICO received 20 complaints alleging aggressive or misleading sales tactics and failures to identify callers; one customer reportedly faced a £139 joining fee plus £6.99 monthly payments. Regulators said the firm ignored information requests and continued calling, while an attempt to remove itself from Companies House was suspended after an objection.
- Call-blocking seller fined £190,000 for illegal marketing calls.
- More than 758,000 calls targeted opted-out telephone numbers.
- Complaints alleged aggressive, misleading sales tactics.
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The Telephone Preference Service is a UK register where people can ask not to receive unsolicited sales calls. Organisations generally need a person’s consent before making marketing calls to a number on the register. The Information Commissioner’s Office, or ICO, enforces rules on how organisations use personal information and make direct marketing contact.
Elderly Aids Ltd sold devices designed to block unwanted calls. Its customers and the people it called are separate groups: a sales call about a call-blocking device could itself be unwanted. The case matters because marketing rules apply even when a product is intended to address a problem, and older people may be among those receiving such calls.