Shura Council approves stricter consumer protection law to crack down on ‘pesky’ telemarketers

TDT | Manama

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A clamp on pushy telemarketers has been approved by the Shura Council, though enforcing it may prove tricky.

The changes to Bahrain’s consumer protection law, aimed at protecting people from intrusive marketing and unscrupulous sales tactics, were backed by the council yesterday.

The move is intended to curb businesses from pestering consumers with unwanted calls and messages while ensuring fair treatment for shoppers.

The Ministry of Transportation and Telecommunications has warned that nine in ten nuisance calls originate outside Bahrain’s telecom networks, with many now taking place over WhatsApp and other online platforms, making them difficult to control under local regulations.

Ministry officials, in discussions with the Financial and Economic Affairs Committee, said that while Bahrain already has rules governing bulk SMS marketing, their impact is limited when it comes to overseas calls and internet-based platforms.

They stressed that the proposal, while well-intentioned, casts too wide a net, defining marketing as “any contact, by any means, through which marketing or promotional material is directed at a specific individual.”

The ministry’s concerns did not stop the proposal from gaining traction.

Firmer rules

Committee rapporteur Hisham Al Qassab argued that firmer rules were still needed to rein in aggressive telemarketing.

“This is about stopping unwanted calls while keeping a fair balance between consumer rights and business needs,” he said. “People should have their time and privacy respected, and their data shouldn’t be misused.”

The proposal follows Bahrain’s practice of setting broad legal principles while leaving finer details to executive regulations.

Marketing tactics

This, Al Qassab said, allows room to adjust the rules as marketing tactics evolve.

He also noted that the existing consumer protection law already entitles buyers to honest product information, freedom of choice, and protection from misleading sales practices.

Shura member Lina Habib Qassim said marketing calls had become a constant nuisance and that stronger restrictions were long overdue.

“People shouldn’t have to deal with endless sales calls,” she said. “A proper set of rules will keep things in check—businesses can still reach their customers, but without hounding them.”

Proposed restrictions

Council member Fouad Hajji questioned whether the proposed restrictions would harm local businesses while leaving global advertising untouched.

“Large corporations spend around 10 per cent of their profits on advertising,” he said. “If we crack down on marketing here, can we really stop adverts from overseas? The new rules only apply to local firms, and I think we should either rethink the wording or focus more on making people aware of their rights.”