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ICO fines Elderly Aids Ltd £190,000 for nuisance calls targeting vulnerable individuals

Fine: £190,000

The Information Commissioner's Office (ICO) on 27 August 2026 fined Elderly Aids Ltd (EAL) GBP 190,000 for making 758,053 unsolicited direct marketing calls. This penalty follows EAL targeting elderly individuals registered with the Telephone Preference Service (TPS) between May 2024 and February 2025, despite claiming to protect them from nuisance calls.

The ICO's investigation revealed that Elderly Aids Ltd's callers were aggressive, misleading, and often failed to identify themselves, leading to 20 complaints to the ICO and TPS. During the investigation, EAL repeatedly ignored requests for information and continued making unlawful calls. The company also attempted to strike itself off the Companies House register once under scrutiny, now being registered at a default address. Andy Curry, Head of Investigations at the ICO, stated that EAL showed complete disregard for the law and the people they were hounding, emphasising the warning this penalty sends to businesses exploiting individuals and trying to avoid accountability.

Alongside the monetary penalty, the ICO issued an enforcement notice requiring EAL to cease unlawful marketing calls and adhere to caller identification rules. It is against the law to make a live marketing call to anyone registered with the TPS, unless that individual has explicitly consented to calls from the specific organisation. Russell Roach, Director of Preference Services at the Data & Marketing Association (DMA), highlighted the importance of TPS protections and urged businesses to screen calling lists against TPS and Corporate Telephone Preference Service (CTPS) registers to respect consumer privacy and avoid harm.

The persistent issue of nuisance calls targeting vulnerable individuals continues to prompt enforcement action, with 20 complaints made to the ICO and TPS in this case alone.

ICO fine and enforcement notice

Who this binds
Organisations carrying out telephone marketing in the UK are legally bound by the Privacy and Electronic Communications Regulations 2003 (PECR).
What changed
The ICO issued an enforcement notice ordering Elderly Aids Ltd to stop making unlawful marketing calls and to comply with caller identification requirements.
What to check
Organisations must ensure their direct marketing call practices comply with the Privacy and Electronic Communications Regulations 2003 (PECR) and screen against the Telephone Preference Service (TPS) register.
What this does not mean
This action does not mean that all direct marketing calls are prohibited, only those made unlawfully to individuals registered with the Telephone Preference Service (TPS) without explicit consent.

Send this to your team

The ICO fined Elderly Aids Ltd GBP 190,000 and issued an enforcement notice on 27 August 2026 for making 758,053 unlawful direct marketing calls to TPS registered individuals, serving as a warning to all organisations engaged in telephone marketing.

Today's question

A California employer uses an automated system to make decisions about employee promotions. Which of the following uses of an Automated Decision System (ADS) does California's SB 947 prohibit?

  1. Using ADS to identify employees eligible for bonuses
  2. Using ADS to infer an employee's protected status
  3. Using ADS to plan shifts around staff availability
  4. Using ADS to recommend training based on skill gaps

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Compiled that morning from regulator, court and authority sources. Primary sources are linked on every story.