The Central Consumer Protection Authority (CCPA) has released draft guidelines aimed at regulating unsolicited commercial communications, including spam calls, messages, and AI-generated promotional content. The Guidelines for Prevention and Regulation of Pesky, Promotional and Unsolicited Commercial Communications, 2026, would apply to telecom networks, messaging apps, social media platforms, and other digital communication services. The draft was published this week and will take effect upon official notification by the CCPA, according to medianama.com.
The draft guidelines define commercial communication as any message or call primarily intended to advertise or promote goods, services, or business opportunities, covering text, voice, images, videos, and files exchanged over telecom and internet-based platforms. They propose mandatory consent requirements for promotional communications and impose restrictions on AI-generated promotional calls. Violations could trigger action under Sections 20 and 21 of the Consumer Protection Act, 2019, including orders against misleading advertisements and unfair trade practices, the draft states.
These guidelines address growing concerns over unsolicited digital promotions and the increasing use of AI in marketing communications. By covering telecom networks, OTT messaging and calling apps, Rich Communication Services (RCS), and social media, the CCPA aims to create a comprehensive regulatory framework. The move aligns with global trends to curb spam and deceptive advertising, providing clearer accountability for businesses and intermediaries involved in promotional messaging.
The draft guidelines operate under Section 18(2) of the Consumer Protection Act, 2019, and will become enforceable once published by the CCPA. This regulatory step marks a significant development in consumer protection relating to digital communications in India.