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Rabat – A new French law banning unwanted marketing calls, which is planned to take effect in the summer of 2026, has raised concerns among Moroccan call centers.
The law will require companies to get clear permission from consumers before making any sales calls. Those who break the rule could face heavy fines and even prison sentences.
Many Moroccan call centers fear this decision could reduce their business, especially as artificial intelligence tools are already taking over many tasks in the sector. Professionals say the law will completely change how telemarketing works as it moves from an “opt-out” system – where people can refuse calls – to an “opt-in” system, where companies can only contact consumers who have already agreed to receive such calls.
According to several French media reports, this law came after years of public complaints. Around 97% of French people said they were annoyed by random marketing calls, many of which were linked to scams or misleading offers.
Previous measures, like creating a “do not call” list in 2016 or limiting call hours, failed to solve the problem. Now, France will impose stricter penalties, with fines reaching up to €500,000 and prison sentences of up to five years in severe cases, especially those targeting the elderly. Authorities will also monitor companies to ensure they follow the new rules.
The French Ministry of Economy stated that “starting from August 11, 2026, all unsolicited marketing calls will be prohibited, regardless of the sector. This means that you will no longer receive marketing calls unless you have explicitly given your consent, or if the call concerns an ongoing contract.”
Major impact on Moroccan call centers
About 80% of Morocco’s call center business is linked to the French market. Once the law takes effect in 2026, Moroccan companies will need to change their business models. Any call to a French consumer without prior consent will be considered illegal, even if made from outside France.
Unlike France, Morocco’s consumer protection law only includes general rules and has no detailed framework for telemarketing or prior consent. This legal gap means Moroccan centers rely mainly on contracts with their French partners.
Speaking to SNRT News, Ayoub Saud, Secretary General of the National Federation of Call Center Workers and Offshoring Professionals, expressed deep concern over the new law, calling it “a direct threat to hundreds of jobs in Morocco.” He explained that the impact will not only hit telemarketers but also support staff such as accountants, security guards, and cleaners.
He added, “The French law, combined with the rapid rise of artificial intelligence, is already affecting jobs. Major companies have started laying off employees.” Saud called on Moroccan authorities to take quick action by collecting data on the number of call centers and workers in the sector.
Saud also noted that many centers operate without proper authorization from the National Telecommunications Regulatory Agency, creating “disorder in the industry.”
Meanwhile, Mohamed El Bekali, an operations manager at a Casablanca call center, told SNRT News that the new law will force companies to restructure their entire operations. “It doesn’t only affect sales teams,” he said, “but also HR, accounting, logistics, and other support departments.”
He explained that his company has already started preparing alternative plans, such as offering customer service, technical support, and digital assistance, to reduce reliance on cold calling. The company is also training employees in new skills like customer relationship management (CRM) systems and upgrading its technology to meet stricter French consumer protection rules.
However, El Bekali warned that this transformation “is not easy and requires big investments in people and technology. It will take time before we can replace lost jobs.”
