Sytel Urges Ofcom to Clarify Outbound Dialling Rules

Sytel has urged UK regulator Ofcom to reaffirm its existing dialling rules under the Persistent Misuse Policy to provide clarity for the outbound contact centre industry.

Michael McKinlay, CEO of Sytel, said, “For some time, there has been uncertainty around what is and isn’t permitted in outbound dialling.

A clear public statement from Ofcom would remove the ambiguity, strengthen Ofcom’s position on consumer protection, and give responsible users the confidence to operate within clear, enforceable guidelines.”

The company supports the current guidelines, last updated in 2016, which address issues such as abandoned calls, silent calls, and cancel dials.

While Ofcom has previously acknowledged the need for limited abandoned calls to maintain dialler efficiency, Sytel notes a rise in practices like cancel dials and silent calls, which Ofcom has identified as harmful to consumers.

“We call on Ofcom to reaffirm its original intent,” said McKinlay, “that diallers may operate up to a maximum of 3% abandoned calls (as a percentage of live calls), provided that all other requirements are fully observed, in particular the prohibition of cancel dials and silent calls.

We believe, as originally intended, that the guidelines strike the right balance between protecting consumers and enabling businesses to run profitable outbound campaigns.”

The company is calling for public confirmation that those complying with existing rules will not face enforcement, aiming to support consistent industry standards and responsible dialling practices.

Author: Hannah Swankie
Reviewed by: Rachael Trickey