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.