Glossary

PECR (UK Privacy and Electronic Communications Regulations)

PECR are the UK rules on electronic marketing. For calls they set when you may make live and automated marketing calls, alongside the TPS and UK GDPR.

All terms

Definition

PECR — the Privacy and Electronic Communications Regulations 2003 — are the UK rules for marketing by phone, text and email, enforced by the Information Commissioner's Office (ICO). Live marketing calls must not be made to numbers registered with the Telephone Preference Service (TPS) or Corporate TPS unless the person has told you they want your calls. Automated marketing calls that play a recorded message need the person's prior consent. Personal data used in the calls is also covered by UK GDPR.

PECR (UK Privacy and Electronic Communications Regulations)Glossary

1AI voice agents in the UK

2TPS (Telephone Preference Service)

3UK GDPR

Live calls and automated calls

PECR treats live marketing calls and automated marketing calls differently. Live calls are allowed unless the number is on the TPS or Corporate TPS, or the person has told you not to call. Automated calls with a recorded message need specific prior consent. Whether a given AI voice call counts as live or automated is a question to take to your adviser; treating it cautiously is the safer course.

What every marketing call must do

Say who is calling, and give an address or freephone number if asked.
Show a caller ID the person can call back.
Stop calling anyone who objects.

How ThinnestAI helps

For UK campaigns you set the calling hours yourself, and ThinnestAI keeps a do-not-contact list you maintain so a person who objects is not called again. ThinnestAI does not screen numbers against the TPS: you are responsible for TPS checks, consent and the rest of PECR. This is general information, not legal advice.