LONDON — A company that sold call-blocking devices has been fined £190,000 after the Information Commissioner’s Office said it bombarded older people with nuisance calls of its own. Elderly Aids Ltd made 758,053 cold calls between May 2024 and February 2025, according to the regulator, despite complaints from people who said they had not wanted to be contacted.
The ICO said about 20 complaints were submitted to it and to the Telephone Preference Service. Some callers were described as aggressive and misleading, while others failed to identify themselves properly. One complaint said a relative had been persuaded to sign up for £139 upfront and a £6.99 monthly fee for call-blocking services.
ICO says company ignored requests during investigation
The regulator said Elderly Aids continued cold calling even after an investigation began, while repeatedly ignoring requests for information. It also said the firm tried to strike itself off the Companies House register once it became aware it was under scrutiny, and is now registered at a default address.
Andy Curry, head of investigations at the ICO, said the business had targeted vulnerable people who had already asked not to be called. He said the company had shown a “complete disregard for the law” and for the people it was “hounding”. The ICO said the fine should act as a warning to other businesses that the law applies to them.
Why the calls broke UK marketing rules
UK rules bar marketing calls to people registered with the Telephone Preference Service unless they have told the specific company that they are happy to receive calls. The ICO said Elderly Aids breached those rules by contacting people who had opted out of unsolicited sales calls.
The regulator added that the company had promoted products designed to prevent nuisance calls while using nuisance calls as its own sales method. It described that approach as “bombarding people with the very nuisance calls it claimed to protect them from”. The ICO also ordered the firm to stop making illegal marketing calls.
Consumer groups warn of harm to vulnerable people
Russell Roach, director of preference services at the Data & Marketing Association, said live marketing callers must respect the choices people have made about their privacy. He said ignoring those preferences, especially when contacting vulnerable people, undermines consumer trust and can cause considerable nuisance and distress.
The ICO said that if Elderly Aids does not pay the fine, it could take further action to recover the money. That could include looking at whether the company’s directors should be disqualified, adding further pressure on a business the regulator says has already tried to avoid accountability.
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