Do I need consent to call a B2B contact? It’s a question that often comes up when UK businesses prepare to launch a telemarketing campaign using purchased data. With talk of GDPR, compliance, and potential fines, it’s no surprise that many sales teams and business owners are hesitant to pick up the phone.
Here’s the good news: for most B2B calling, you don’t need prior consent—but you do need to follow some clear rules. The most important of these is screening against the CTPS (Corporate Telephone Preference Service) to avoid calling companies that have opted out of marketing calls.
This article breaks down what the law says, when consent is needed, and how to make compliant, effective calls that actually lead to conversations—not complaints. Whether you’re calling prospects yourself or working with a team, we’ll help you understand the do’s and don’ts—so you can dial with confidence.
Table of contents:
Understanding B2B Cold Calling Rules in the UK
Do I need consent to call a B2B contact? In the UK, the short answer is no—but only if you meet certain legal requirements.
B2B phone marketing is primarily regulated by PECR (Privacy and Electronic Communications Regulations), not GDPR. While GDPR governs how personal data is handled, PECR deals specifically with electronic communications like phone calls, emails, and texts.
For limited companies and LLPs, you can make marketing calls without prior consent—as long as:
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The number isn’t registered on the CTPS
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The call is relevant and business-focused
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You identify your company clearly and give the option to opt out
If the contact is a sole trader or partnership, they’re treated more like individual consumers, so stricter rules (and consent requirements) may apply.
You also need to be able to justify your calls under the principle of legitimate interest, which means the call must have a clear business purpose and be targeted to someone likely to find it relevant.
What Is the CTPS—and Why It Matters
When it comes to B2B cold calling, the Corporate Telephone Preference Service (CTPS) is one of the most important compliance checks you need to make before dialling.
CTPS vs. TPS: What’s the Difference?
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TPS (Telephone Preference Service) applies to individuals, sole traders, and partnerships.
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CTPS applies to companies, including limited companies and LLPs.
Both registers allow businesses or individuals to opt out of unsolicited marketing calls. Once a number is registered on the CTPS, it becomes illegal to call it for marketing purposes without specific consent.
This means you must screen your call lists against the CTPS regularly—even if you’re only calling B2B contacts. Ignoring this step can lead to complaints and enforcement action.
What Happens If You Call a CTPS Number?
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You may receive formal complaints from the recipient.
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The ICO (Information Commissioner’s Office) has the power to issue warnings, penalties, and fines—especially if you’ve ignored previous notices.
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Your brand reputation can take a hit, particularly if you rely on outbound calling for lead generation.
In short, CTPS checking isn’t optional—it’s a legal requirement for B2B telemarketing.
When You Can Call Without Consent
Good news for B2B marketers: you don’t always need consent to call a business contact, provided you follow a few key rules.
You can legally make cold calls to a business contact if:
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The number is not listed on the CTPS
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Your call is relevant to the recipient’s business role or needs
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You clearly identify yourself and your business at the start of the call
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You give the person an easy way to opt out of future calls
Consent is generally not required when targeting limited companies, LLPs, or other incorporated entities—as long as you stay compliant under PECR and act within the bounds of “legitimate interest.”
You’ll still need to be cautious when calling sole traders and partnerships, as they’re subject to TPS rules (and may require consent for marketing calls).
Bottom line: with the right data and process, cold calling can be both legal and effective—even without opt-in.
Common Mistakes to Avoid in B2B Cold Calling
Even when the rules are clear, many businesses still fall into avoidable traps when launching cold calling campaigns. Here are the two biggest mistakes we see:
Not Screening Against the CTPS
This is the most common—and costly—error. Calling numbers listed on the Corporate Telephone Preference Service is a direct breach of PECR. Whether you’re dialling manually or using a dialler, CTPS screening must happen before every campaign.
Failing to check can result in:
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Complaints to the ICO
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Penalties or formal warnings
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Damage to your company’s credibility
The fix? Make CTPS checks part of your process before each send-out. It’s fast, affordable, and protects your brand.
Calling Irrelevant Contacts
Just because someone works at a business doesn’t mean your message is right for them. Cold calls must be:
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Relevant to the person’s role
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Aligned with their industry or business needs
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Delivered respectfully and professionally
Targeting the wrong people wastes time, lowers your response rate, and increases the risk of complaints. Invest in accurate, segmented B2B data to ensure you’re calling the right decision-makers from the start.
Why Choose Results Driven Marketing
At Results Driven Marketing, we help UK SMEs run cold campaigns with confidence—without worrying about compliance headaches.
Here’s what makes us different:
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CTPS-checked B2B data included as standard
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Lists tailored to your exact needs: industry, job title, location, company size
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700K+ monthly updates to keep your data fresh and accurate
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Friendly, honest advice on how to run compliant, high-performing telemarketing campaigns
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Speedy turnaround and support you can actually count on
Need a clean, compliant list to get started? Explore our email lists or speak to us for tailored telemarketing data that works.
Final Thoughts
Do I need consent to call a B2B contact? For most UK businesses, the answer is no—but only if you do it properly. You must:
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Screen every number against the CTPS
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Target the right people with relevant messaging
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Offer a clear opt-out and respect future preferences
Cold calling still works—when it’s done right. If you’re unsure where to start or want peace of mind that your data is compliant, contact us for a quick, no-pressure chat.
Results Driven Marketing
Accurate B2B marketing lists | GDPR-compliant data | Real support
📍 Newcastle upon Tyne | 📞 0191 406 6399 | 🌐 rdmarketing.co.uk
