This page summarizes the law as of October 2026 to help you plan AI phone calls. It isn’t legal advice. Laws and how regulators apply them change, so check your use case with a lawyer before you start a campaign.
At a glance
Is AI cold calling legal in Latvia?
Only with prior consent when you call a natural person. ISPL Art. 9(1) reads:“Aizliegts izmantot komerciāla paziņojuma sūtīšanai automātiskās zvanīšanas (galiekārtu) sistēmas, kas darbojas bez cilvēka līdzdalības (automātiskās izsaukumierīces), [..] ja pakalpojuma saņēmējs iepriekš nav devis brīvu un nepārprotamu piekrišanu.”In English: you may not send marketing through automatic calling systems that work without human participation unless the recipient gave free and unambiguous consent beforehand. Who it protects. Art. 9(6) limits the consent rules to natural persons. That includes sole traders (individuālais komersants), which the Commercial Law defines as natural persons in Art. 1(1). Companies fall outside. The Data State Inspectorate (DVI) confirms that a marketing call to a company’s number needs no prior consent (telemarketing guidelines 2026, section 4). Whether an AI agent counts. No Latvian court or regulator has ruled on conversational AI agents. The test is whether the system works “bez cilvēka līdzdalības” (without human participation), and an AI agent that runs the call alone does. DVI’s 2026 guidelines permit robot calls only with prior consent, and that consent must cover the calling method, not just the marketing. Treat AI agent calls as automated. Human in the loop. For consumers, it changes little, because Art. 9(3) requires consent for live calls too. A supervisor who only listens doesn’t turn the call into a human call, so collect consent that mentions AI calls.
Cold calls by a human
Latvia is strict here too. ISPL Art. 9(3) permits any other marketing over public phone networks only “ja pakalpojuma saņēmējs iepriekš ir devis brīvu un nepārprotamu piekrišanu” (if the recipient gave free and unambiguous consent beforehand). DVI applies this to live telemarketing calls to consumers (guidelines, section 3.1). A call that asks for consent to pitch later is itself a marketing call, so you can’t cold call people to collect consent. Companies. You may call a company until it objects (Art. 9(4)). DVI warns you not to use a company’s number to sell consumer products to whoever answers. Persistent, unwanted phone offers to consumers are an aggressive practice in all circumstances under Art. 13(3) of the Unfair Commercial Practices Prohibition Law (NKAL).Existing customers and callback requests
Existing customers. The existing-customer exception in Art. 9(2) covers email only. In a February 2026 decision, DVI stated that “komerciālu zvanu veikšanai vienmēr ir nepieciešama iepriekšēja piekrišana” (commercial calls always need prior consent). There, an optician’s calls reminding customers to book an eye exam counted as marketing (DVI decision No. 2-2.2/5). Callback requests. DVI doesn’t treat an answer to a customer’s question as a commercial communication (seminar slides, January 2026). If someone leaves their number and asks for a call, call back about that request. To offer more, collect consent in the same form and say that an AI agent may call. Service calls. DVI says calls about invoices, order status, or delivery aren’t marketing. In the optician case, it set periodic “time for a check-up” calls apart from reminders tied to treatment or a visit the customer already booked. Only the first kind needs consent.Do-not-call register: None
Latvia has no national do-not-call register, and you don’t need one. Every marketing call to a natural person needs consent, and companies object directly to you. Keep your own list of everyone who withdrew consent or objected, and check it before each call. DVI says a call to someone who already withdrew consent shouldn’t happen.Consent for AI calls
ISPL asks for “brīva un nepārprotama piekrišana” (free and unambiguous consent), which DVI reads with the GDPR definition (Art. 4(11)).
Purchased lists and partners. Public contact details aren’t consent. DVI says the company that orders the calls must do everything possible to make its call center follow the rules. Ask any vendor for the exact consent text, the collection method, and the evidence. botBrains asks for this evidence before outbound campaigns, see Before you start outbound campaigns.
Tell callers they’re talking to an AI
Since August 2, 2026, Article 50 of the EU AI Act requires that people know they’re talking to an AI system, at the latest when the conversation starts. This applies to inbound and outbound calls, to consumers and to business contacts, and you can’t count on the exception for obvious cases when your AI agent sounds human. The default introduction already says that your AI agent is an AI, so keep that statement first when you edit it. When you call a consumer to sell something, the Consumer Rights Directive also requires you to name your company, anyone you call for, and the commercial purpose at the start. Latvian law adds three rules for the start of the call:
For outbound marketing calls, replace the bracketed purpose with your own:
Call recording
Recording your own calls isn’t a crime. Art. 144 of the Criminal Law punishes breaching the secrecy of correspondence and unlawfully intercepting transmissions. It doesn’t address a party that records its own call. DVI says call recording “nav aizliegta, ja tā tiek veikta godprātīgi” (isn’t prohibited if done in good faith). GDPR sets the conditions. DVI names legitimate interest as the usual basis and requires a notice before recording starts (guidelines, section 3.4). You don’t need consent. As an example, DVI suggests keeping quality recordings for no more than 30 days. It adds that you may not use them to monitor staff permanently. Voice isn’t automatically biometric data. It becomes biometric data only when you process it to identify someone (GDPR Art. 4(14) and Art. 9). Recording for quality doesn’t do that. In botBrains, pressing the star key stops the recording and discards it, and the transcript stays. botBrains stores recordings, transcripts, and call data in the EU.Caller ID and calling hours
ISPL Art. 9(4) bans marketing from an invalid number that people can’t use to ask you to stop, so show a real number. The caller sees your botBrains number, and botBrains provisions Latvian numbers on request. We found no special prefix for marketing calls. Latvian law sets no general calling hours. You may not conclude or change a consumer credit agreement between 21:00 and 08:00 (PTAL Art. 8(2¹)). botBrains starts outbound calls one at a time with Dial or through the API and doesn’t enforce calling hours or screen lists, so you handle both. On voicemail, the AI agent hangs up without leaving a message.Sector rules
Fines and enforcement
Each unlawful marketing call counts as a separate breach (ISPL Art. 9(5)). A supervisory authority must investigate when one person complains about at least 10 marketing messages from you within a year (Art. 13(6)). ISPL itself sets no fine for breaching Art. 9, so DVI relies on orders and GDPR fines. In February 2026, DVI ordered the optician to fix its consent process by April 2026. We found no Latvian case on AI or robocall campaigns as of October 2026, and no pending bill that would change the consent rules. By June 30, 2027, businesses must also offer Latvian in consumer-facing documents and in language options such as call center menus (PTAL Art. 4³(4)).
Sources
- Information Society Services Law (Informācijas sabiedrības pakalpojumu likums), Art. 1, 8, 9, 12, and 13: likumi.lv
- Consumer Rights Protection Law (Patērētāju tiesību aizsardzības likums), Art. 4³, 8(2¹), and transitional provisions 51 and 58 to 60: likumi.lv
- Cabinet Regulation No. 255 of May 20, 2014, on distance contracts (Noteikumi par distances līgumu), points 16 and 17: likumi.lv
- Unfair Commercial Practices Prohibition Law (Negodīgas komercprakses aizlieguma likums), Art. 13, 14, and 15²: likumi.lv
- Advertising Law (Reklāmas likums), Art. 1 and 20: likumi.lv
- Electronic Communications Law (Elektronisko sakaru likums), Art. 36: likumi.lv
- Criminal Law (Krimināllikums), Art. 144: likumi.lv
- Commercial Law (Komerclikums), Art. 1: likumi.lv
- Electricity Market Law (Elektroenerģijas tirgus likums): likumi.lv
- DVI, Personas datu apstrāde telemārketinga jomā pārziņa statusā, guidelines 2026: dvi.gov.lv
- DVI, seminar slides on telemarketing, January 29, 2026: dvi.gov.lv
- DVI, decision No. 2-2.2/5 on SIA OC VISION, February 5, 2026: dvi.gov.lv
- GDPR, Art. 4, 6, 7, 9, 13, and 83: EUR-Lex
- EU AI Act, Art. 50 and 99: EUR-Lex
- Directive 2002/58/EC on privacy and electronic communications, Art. 13: EUR-Lex
Next steps
Phone integration
Set up your phone line, introductions, and outbound calls.
Calling laws by country
Compare consent rules for AI calls across the EU, the UK, and the US.