Firm fined for hounding elderly people with nuisance calls claiming to stop nuisance calls

By the Editorial Team · Friday, August 28, 2026

Elderly Aids Ltd was fined £190,000 for making around 758,000 unsolicited telemarketing calls, many targeting individuals registered with the Telephone Preference Service. The fine highlights regulatory efforts to protect vulnerable consumers from aggressive marketing practices and enforces compliance by ordering the company to stop these illegal calls.

A company specializing in call-blocking devices designed to protect older individuals from nuisance calls has been fined £190,000 for making hundreds of thousands of unsolicited telemarketing calls. Elderly Aids Ltd (EAL) was found to have placed approximately 758,000 cold calls between May 2024 and February 2025, many of which were made to people registered with the Telephone Preference Service (TPS), which is intended to prevent unwanted marketing calls.

The Information Commissioner’s Office (ICO) launched an investigation following about 20 complaints from recipients and the TPS itself. These complaints described the calls as aggressive and misleading, with some callers failing to properly identify themselves. One complainant reported that their father had been persuaded to pay an upfront fee of £139 plus a monthly charge of £6.99 for call-blocking services that the company was not authorized to offer.

The ICO stated that Elderly Aids effectively "bombarded people with the very nuisance calls it claimed to protect them from." Throughout the investigation, the company reportedly ignored ICO requests for information and continued its telemarketing activity. Furthermore, Elderly Aids attempted to remove itself from the Companies House register after becoming aware of the inquiry; its registered address was later changed to a default location.

Andy Curry, head of investigations at the ICO, criticized the company for targeting vulnerable individuals who had explicitly opted out of such calls. He emphasized that the fine serves as a warning to businesses that seek to flout legal requirements and exploit consumers while avoiding regulatory scrutiny. In addition to the financial penalty, the ICO has ordered Elderly Aids to cease making illegal marketing calls.

The Telephone Preference Service enables individuals and organizations to opt out of unsolicited sales calls. It is illegal for companies to contact those on the TPS list without explicit consent. Russell Roach, director of preference services at the Data & Marketing Association, stressed the importance of respecting people's privacy choices. He noted that ignoring these preferences, especially when targeting vulnerable populations, damages consumer trust and can cause significant distress.

Should Elderly Aids fail to pay the fine, the ICO indicated it may pursue further measures, including director disqualification, to enforce compliance and accountability.

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