Video: How will POPI affect advertising?

Traditional advertising models may well change once the Protection of Personal Information (POPI) Act comes into effect next year.

TAM has been speaking to Hogan Lovells partner, Leishen Pillay, to understand the intricacies involved in this complex piece of legislation, which is set to completely change the way business is conducted in South Africa.

Once POPI comes into effect, advertising models such as cold calling will have to change.

Says Pillay: “Once POPI is in effect, cold callers may only contact a data subject once to advertise their product. If they or someone else from that company call the data subject a second time after they have been requested not to do so, they can be reported to the Information Regulator or taken to a court of law, where they could be asked to pay a fine.”

The nature of contact details included on advertisements might also have to change, says Pillay. For more information on this and other advertising-related tips relating to POPI, watch the short video below.


This was the final instalment in our seven-part series explaining the incoming POPI Act. Have we answered all your questions? If there is anything more you’d like to know, email

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