Cold Calling Laws in the Netherlands

Which law covers cold calling in the Netherlands?

Article 11.7 of the Telecommunications Act (Telecommunicatiewet). Automated calls with no person on the line, faxes and electronic messages for commercial purposes need prior consent from everyone. Live calls need prior consent when the person you call is a natural person, and every call must give them a free and easy way to object.

The Authority for Consumers and Markets (ACM) enforces the rules, and it can fine a company for calling without consent or for not removing someone who objected.

Is B2B cold calling legal in the Netherlands?

Yes, when you call a company with legal personality, such as a BV (besloten vennootschap) or NV (naamloze vennootschap). The government's business portal says these companies may be called for sales purposes.

Sole traders (eenmanszaak), general partnerships (VOF), limited partnerships (CV) and professional partnerships (maatschap) are different, because they have no legal personality of their own. You need their prior consent before a sales call. The law makes one exception: no consent is needed when the business has published a number for receiving sales communications, and you use it for that purpose.

So check each company's legal form before you call. It's listed in the Dutch business register (KVK Handelsregister).

Can you call consumers in the Netherlands since 1 July 2026?

Since 1 July 2026, you can't call consumers to sell without their prior, express consent, even if they are or were your customers. The only exceptions are charities, lotteries that give money to charities, and publishers of newspapers and magazines, which can still call existing and former customers.

You can't ask for consent during a customer service call. Anyone who says during a call that they no longer want calls must be taken off your call list.

What must callers do on a Dutch sales call?

• Show your number. Calling from a hidden or private number isn't allowed, and you must be reachable on the number you call from.
• Give your name, your company's name and the sales purpose of the call straight away.
• If you record the call, say so at the start and say why.
• When someone objects, stop and delete their details from your call list.

Before you call Dutch businesses: a checklist

• Check each company's legal form. Call BVs and NVs, and call sole traders and partnerships only with their consent.
• Make every call a live call. Automated calls need consent, even to companies.
• Don't call consumers without prior express consent, existing customers included.
• Show your number, and at the start give your name, your company and the sales purpose.
• Record every objection and never call that contact again for marketing.