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Twelve trade associations in Hong Kong have proposed improved rules for marketing calls, a significant initiative that aims to boost the supervision of telemarketing practices. What started as a movement by insurance, finance, call centers, and telecommunications companies in 2011 has expanded to include estate agencies, money lenders, and beauty sectors. It demonstrated the widespread impact of these proposed rules.
According to online marketing news, the Industry Codes are updated rules for person-to-person marketing calls. They stipulate that telemarketers must give their identities and numbers when asked and restrict the times they can call the same number at a particular time.
A telemarketer conducting marketing calls in Hong Kong should not hide or withhold the identification information of the calling line from the person being called. According to the original industry codes, marketing calls should only be between 9:00 am and 10:00 pm.
Improved Rules for Marketing Calls
A vital element of every telemarketing call is the telemarketer’s responsibility to identify themselves, explain why they are calling, and give a phone number. The telemarketer must promptly comply if the phoned party asks to be removed from future calls. The telemarketer should cut off the call or end the conversation as quickly as possible if it becomes known that the person being contacted is traveling abroad.
Speaking at the launch ceremony, Algernon Yau, secretary for commerce and economic development, stated that the government has taken a practical and effective approach by working with various trade associations to improve their industry codes, as long as normal business operations are not affected. This is in response to public expectations for better regulation of marketing calls.
At the same time, Yau urged the industry to remain together and work together for the sake of the market.
Healthy Marketing Environment in Hong Kong
Chaucer Leung, director-general of communications, was another speaker at the ceremony. He mentioned that since many industries adopted industry codes in 2011, the government received 124 marketing-related inquiries and complaints in 2024, down from 2,060 in 2011—a clear indication of industry regulation’s effectiveness.
Leung further stated that the government will keep working with various companies to improve the system.
Along with the new logo, the Office of the Communications Authority (OFCA) has been actively working to increase public knowledge of the plan and solicit involvement from other businesses. Participating organizations are welcome to use the emblem to demonstrate their dedication to proactively controlling telemarketing calls.
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