Why Cold Calling Could Cost Your Fire & Security Business
Thinking of using cold calling to generate commercial or home security leads? Be careful—it could cost you more than just your time.
Whether you’re targeting homeowners or businesses, there are strict rules that govern telemarketing in the UK. And while it’s not outright illegal if done correctly, non-compliance can be expensive.
TPS, CTPS & the Legal Landscape
The Telephone Preference Service (TPS) and Corporate TPS (CTPS) exist to stop unwanted marketing calls. It’s been illegal since 1999 to call numbers registered on these lists without prior consent. And the Lollies have registered their own numbers, both personal and professional.
If you’re calling sole traders, partnerships or small businesses, and they’re on the CTPS, you must not contact them unless you have documented consent. The same applies to homeowners and the TPS.
Recent ICO Fines: A Stark Warning
- AFK Letters Co Ltd was fined £90,000 in 2025 for 95,000 unsolicited calls to TPS-registered numbers.
- Between 2022 and 2025, the ICO issued £4.63 million in fines across 49 enforcement cases under PECR.
- In 2023, five companies received fines ranging from £70,000 to £200,000 for unlawful telemarketing—including calls made to TPS numbers and ignoring opt-outs.
One cold call too many could land your business in serious trouble. And if you’re a company director? You may be personally liable.
What Do NSI and SSAIB Say?
NSI (National Security Inspectorate) allows telemarketing but only if members strictly comply with laws such as TPS, GDPR and PECR. They expect:
- Full legal compliance
- Proper call monitoring
- Transparent caller ID and respectful script usage
SSAIB takes a more cautious view. While not outright banning it, they do not recommend cold calling as a marketing practice – even if it’s technically legal – due to its potential to cause complaints and damage trust.
Risks of Using Third‑Party Callers
Even if your business doesn’t cold call directly, using external telesales companies can still expose you to ICO action. A 2018 case involved Secure Home Systems Ltd, a Fire & Security installer fined £80,000 for calling TPS‑registered numbers using bought data—without performing their own screening or due diligence. The ICO made it clear that relying on a third party to do this is not a valid defence. (Read the full case here.)
How to Vet Telemarketing Partners
- TPS/CTPS screening: They must have their own licence or valid proof of compliant screening
- Timely checks: Screening must be within 28 days of contact or re‑screened if data is older
- Documented due diligence: Signed evidence that you’ve audited their process
- Consent proof: All numbers should come with clear, specific opt‑in documentation that includes telemarketing
- Ethical scripts: No aggressive or misleading tactics—especially to vulnerable individuals
- Transparency on past fines: Don’t engage partners with hidden regulatory violations—demand full disclosure
Lollipop’s Stance on Cold Calling
We’re not saying cold calling is always wrong—if it’s done compliantly and respectfully. But here’s our position:
We don’t offer cold calling or telemarketing. Full stop.
Why? Because we don’t like receiving cold calls ourselves. And your customers probably feel the same.
We believe in building trust, not interrupting people. So our marketing strategies are all about attracting the right people with the right message at the right time – no pressure, no spam.
A Smarter Way to Win Leads
Instead of gambling with compliance, Lollipop helps Fire & Security professionals:
- Create content that builds authority and trust
- Reach qualified leads through ethical, inbound marketing
- Grow their business without annoying anyone
It’s marketing the way you’d want to receive it.
Ready to Generate More Leads – Without the Risk?
Let’s build your pipeline the right way. No TPS issues. No ICO fines. Just trust, leads and long-term growth.
