Automated outbound calling is regulated, and rightly so. The encouraging part is that the rules are clear and a voice platform can enforce most of them automatically. This checklist covers the main obligations UK travel businesses should design into any AI calling programme. It is general guidance, not legal advice — confirm your specific situation with a professional.
Consent and legitimate interest
Marketing calls to individuals need an appropriate lawful basis. Returning a call that a customer has just requested is straightforward; cold calling is not. Record what was agreed, when and through which form, and store it with the enquiry.
Screen against do-not-call registers
Numbers registered with the Telephone Preference Service must not receive unsolicited marketing calls unless the person has specifically agreed to hear from you. Screening should happen automatically before any call is placed.
Identify yourself and the purpose
The assistant should state who is calling, on whose behalf and why in its opening sentence, and be honest about being an automated system when asked or where disclosure is required.
Calling hours, frequency and opt-outs
- Call within sensible local hours — never late at night or early in the morning
- Cap the number of attempts per enquiry
- Honour an opt-out instantly and permanently, across every campaign
Records and recordings
Keep consent evidence, call outcomes and recordings according to a written retention policy, and make them exportable so a complaint can be answered quickly and completely.
Build the rules into the platform
Training people to follow rules works some of the time. Configuring the platform so a non-compliant call simply cannot be placed works all of the time.
Compliance is easiest when the system cannot make the call it should not make.
