PARIS - France is set to implement a ban on unsolicited telemarketing calls next week as part of new legislation designed to shield consumers from aggressive sales tactics and protect those at risk from deceptive commercial schemes.

The regulation, supported by the administration of President Emmanuel Macron, takes effect on August 11.

Here is an overview of the legislation and its expected effects.

Before this, French residents seeking to avoid marketing calls needed to sign up with a state-operated registry, yet advocacy groups reported that certain call centers disregarded the registry.

Now, companies must obtain prior consent before reaching out to consumers for marketing purposes, according to Alice Vilcot, chief of staff at the Directorate-General for Competition, Consumer Affairs and Prevention of Fraud. Consent may be revoked anytime.

Officials indicate the measure addresses prolonged public dissatisfaction. Estimates suggest roughly three-quarters of the population receives at least one unwanted sales call weekly, with some facing higher volumes.

Eleven consumer groups jointly advocated for the prohibition in 2024, criticizing the persistent harassment via numerous unwanted calls to landlines and mobiles that disrupt everyday routines.

The legislation received parliamentary approval last year.

Violators face penalties: individuals up to 75,000 euros ($87,000) per illegal call, while companies may incur up to 375,000 euros ($435,000) per instance.

Exceptions exist. Consent can be given, such as by opting in on forms. Firms may contact existing customers with new offers under contractual ties.

Reports of unwanted calls can be submitted via an official government site.

Vilcot highlighted a case where an Ireland-based firm was penalized 6 million euros ($6.9 million) last year for breaching prior rules by contacting those on the no-call list.

The French ban has sparked worries in Morocco, with Employment Minister Younes Sekkouri noting in March that 40,000 to 50,000 jobs in local call centers could be affected, as the French market represents over 80% of sector revenue.

Germany has enforced a comparable prohibition since 2009.

Numerous nations use opt-out mechanisms instead.

The United States offers a national Do Not Call registry to reduce unwanted calls, Canada maintains its own list, and the U.K. provides the Telephone Preference Service.

In the U.K., companies contacting opted-out individuals risk fines up to 500,000 pounds ($670,000) per call.