ICO fines Elderly Aids Ltd £190,000 over unlawful calls to TPS-registered seniors

What happened

• The UK Information Commissioner’s Office fined Elderly Aids Ltd £190,000 after it made over 750,000 live marketing calls to people on the Telephone Preference Service, targeting vulnerable seniors.
• The calls were aggressive, misleading and failed to identify the caller.
• The ICO issued an enforcement notice ordering the company to stop unlawful calls and comply with caller‑identification rules.
• Failure to pay may lead to director disqualification.

Why it matters

Other telemarketing firms must audit their call lists against the TPS and ensure caller identification to avoid similar penalties.

Business impact

Non‑compliance can result in substantial fines and enforcement notices, disrupting sales campaigns and increasing legal costs.

What to check

1. 1

   Stop all live marketing calls to TPS‑registered numbersHigh priority

   Cease calls immediately and document the cessation.

2. 2

   Screen calling lists against the TPS and CTPS registersHigh priority

   Implement automated checks before any campaign launch.

3. 3

   Update caller‑identification proceduresMedium priority

   Ensure the organisation’s name and contact details are clearly presented on every call.

4. 4

   Maintain records of consent and opt‑out requestsMedium priority

   Keep auditable logs to demonstrate compliance with PECR.