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Rabat – France is moving towards stricter telemarketing regulations, which could drive Moroccan call centers – who rely on French markets – out of business.
Lawmakers in the National Assembly approved a bill banning unsolicited commercial calls unless the consumer gives prior consent.
The Senate had already backed the proposal, and the Economic Affairs Committee will now discuss it before approval. The legislation, if passed, would impact Moroccan outsourcing firms, where telemarketing generates about 20% of call center revenue.
New rules aim to address consumer outrage
French consumers have been grumbling for years over telemarketing. When UFC-Que Choisir surveyed in October 2024, 97% of respondents said they were annoyed by the calls.
Many see them as intrusive, with some linked to scams, particularly in energy renovation services.
Current legislation has consumers opt out if they do not want to receive such calls. The new law reverses this, with advance permission being required before any business can call.
Legislators view this amendment as strengthening consumer protection. Ecologist Parliament Member Delphine Batho, who introduced the proposal, asserted that cold calls are where frauds typically begin. “People have had enough, and fraud often spreads through these calls, so banning them is essential,” she told AFP.
The French government is backing the bill, which could accelerate its passage through parliament.
Uncertainty for Moroccan call centers
Moroccan call centers rely on French markets, particularly for customer support and telemarketing.
Cold calling alone accounts for a big chunk of Morocco’s call centers’ revenue.
While larger firms with multiple services may adjust, smaller centers may be adversely affected if the law takes effect.
This is not the first time France has put a restriction on telemarketing.
In France, anyone can receive telemarketing calls unless they register their number with Bloctel, a do-not-call service launched in 2016 to reduce unwanted calls. By 2018, about 3.7 million consumers and 700 businesses had signed up, hoping to avoid persistent solicitations. Yet, many find this service to be ineffectual nonetheless.
Moroccan call centers have had to get over previous regulatory changes, but this one is more of a challenge. A move from an opt-out to an opt-in system might force companies to regroup and reassess their strategy.
The industry is currently in limbo, threatening the job security of many Moroccans, as companies weigh how to offset potential losses against staying competitive in the French market.
