> ## Documentation Index
> Fetch the complete documentation index at: https://docs.botbrains.io/llms.txt
> Use this file to discover all available pages before exploring further.

# AI Cold Calling Laws in the Netherlands

> Is AI cold calling legal in the Netherlands? Opt-in rules under Telecommunications Act Art. 11.7, the closed Bel-me-niet Register, recording, and AI disclosure.

export const reviewed_0 = "October 2026"

In the Netherlands, an AI agent may only make marketing calls to people and businesses who agreed to automated calls beforehand. [Article 11.7 of the Telecommunications Act](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk11_Paragraaf11.1_Artikel11.7) (Telecommunicatiewet) requires prior consent for automated calls to anyone, and for every marketing call to consumers and sole traders. Since July 1, 2026, an existing customer relationship no longer replaces that consent.

<Note>
  This page summarizes the law as of {reviewed_0} 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.
</Note>

## At a glance

| Call | To consumers (B2C) | To businesses (B2B) |
| - | - | - |
| Inbound service call | <Icon icon="circle-check" color="#16a34a" /> Allowed. Disclose the AI and the recording. | <Icon icon="circle-check" color="#16a34a" /> Allowed. Disclose the AI and the recording. |
| Outbound service call | <Icon icon="circle-check" color="#16a34a" /> Allowed. Make no offers, and don't ask for marketing consent. | <Icon icon="circle-check" color="#16a34a" /> Allowed. Any offer in the call follows the marketing rules. |
| Marketing callback the person asked for | <Icon icon="circle-check" color="#16a34a" /> Allowed. Stay within the scope of the request. | <Icon icon="circle-check" color="#16a34a" /> Allowed. Stay within the scope of the request. |
| Marketing call by an AI agent | <Icon icon="signature" color="#d97706" /> Consent required. This includes existing customers. | <Icon icon="signature" color="#d97706" /> Consent required, unless the business published the number for commercial offers. This includes existing customers. |
| Marketing call by a human | <Icon icon="signature" color="#d97706" /> Consent required. Since July 1, 2026, this includes existing customers. Charities, charity lotteries, and publishers may still call customers from the past three years. | <Icon icon="circle-check" color="#16a34a" /> Companies with legal personality: allowed. Respect objections.<br /><Icon icon="signature" color="#d97706" /> Sole traders and partnerships: consent required. Since July 1, 2026, this includes existing customers. |

## Is AI cold calling legal in the Netherlands?

Only with prior consent. Article 11.7(1) reads:

> "Het gebruik van automatische oproep- en communicatiesystemen zonder menselijke tussenkomst, faxen en elektronische berichten voor het overbrengen van ongevraagde communicatie voor commerciële, ideële of charitatieve doeleinden is verboden, tenzij de verzender kan aantonen dat de desbetreffende eindgebruiker daarvoor voorafgaand toestemming heeft verleend."

In English: automated calling systems without human intervention, fax, and electronic messages may only carry unsolicited commercial messages if you can prove prior consent.

**It covers businesses too.** The rule protects every end user, natural or legal person ([Article 1.1](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk1_Artikel1.1), [explanatory memorandum](https://zoek.officielebekendmakingen.nl/kst-35421-3.html)). Article 11.7(3) only exempts contact details that a business published for receiving commercial offers.

**AI agents most likely count.** No regulator or court has ruled on AI voice agents yet. An AI agent that runs the call on its own fits "without human intervention." The Dutch Authority for Consumers and Markets (ACM) treats the telemarketing rules as technology neutral for all live phone communication ([industry report](https://dmcc.nl/extra-input-acm-op-toestemmingsregels-voor-telemarketing-vanaf-1-juli/)). Treat AI calls as automated.

**For consumers, it makes no difference.** Article 11.7(2) requires consent for every marketing call to a natural person anyway. The question only matters for companies with legal personality, which a human may call without consent but an AI agent may not.

**A human in the loop doesn't settle it.** No source says that a human listening in changes the answer. Only a call a human conducts is clearly outside paragraph 1.

The industry's [Telemarketing Code](https://ddma.nl/kennisbank/reclamecode-code-telemarketing/), in force since October 1, 2026, bans automated systems that play recorded messages (Art. 8). It doesn't address live AI conversations.

## Cold calls by a human

Since July 1, 2021, a human caller needs consent to make marketing calls to natural persons, including sole traders and partnerships ([ACM](https://www.acm.nl/nl/verkoop-aan-consumenten/reclame-en-verleiden/verkoop-telemarketing)). Limited companies, associations, and foundations fall outside this rule, so you may cold call them ([government business portal](https://ondernemersplein.overheid.nl/wetten-en-regels/verkoop-per-telefoon-telemarketing/)). The General Data Protection Regulation (GDPR) still protects the contact person: you need a lawful basis, usually legitimate interest, and must stop when they object ([GDPR Art. 21](https://gdpr-info.eu/art-21-gdpr/)).

In every marketing call to a consumer, say who you are, who you call for, and that you want to sell something ([Civil Code Art. 6:230v(6)](https://wetten.overheid.nl/BWBR0005289/#Boek6_Titeldeel5_Afdeling2b_Paragraaf5_Artikel230v)). Offer the right to object in every call (Article 11.7(2)).

## Existing customers and callback requests

**Existing customers.** Since July 1, 2026, a customer relationship no longer replaces consent for calls to natural persons ([Energy Act Art. 7.8, in force by decree](https://zoek.officielebekendmakingen.nl/stb-2025-89.html)). Only charities, charity lotteries, and publishers may still call customers from the past three years ([ACM](https://www.acm.nl/nl/publicaties/vanaf-1-juli-strengere-regels-voor-telemarketing-alleen-nog-maar-als-klant-toestemming-heeft-gegeven)). Article 11.7(4) keeps a customer exception for electronic contact details, but it mirrors the email rule in [Art. 13(2) of the Privacy and Electronic Communications Directive](https://eur-lex.europa.eu/eli/dir/2002/58/oj). Don't rely on it for AI calls.

**Service calls.** Reminders, order updates, and support follow-ups aren't marketing, so keep them free of offers. The ACM also forbids asking for marketing consent during a service call ([ACM](https://www.acm.nl/nl/publicaties/vanaf-1-juli-strengere-regels-voor-telemarketing-alleen-nog-maar-als-klant-toestemming-heeft-gegeven)).

**Callbacks.** A call the person asked for isn't unsolicited. The Telemarketing Code permits it without separate consent, but identification, caller ID, and calling hours still apply (Art. 14). Keep to what the person asked about.

## Do-not-call register: Bel-me-niet Register (closed)

The Netherlands has no do-not-call register. The Bel-me-niet Register closed on July 1, 2021, when opt-in replaced it and [Article 11.8](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk11_Paragraaf11.1_Artikel11.8) lapsed. It never covered legal persons.

Keep your own suppression list and remove objectors right away ([ACM](https://www.acm.nl/nl/verkoop-aan-consumenten/reclame-en-verleiden/verkoop-telemarketing)). botBrains doesn't screen numbers for you. Use [guidance](/concepts/guidance) to handle "don't call me again," and a [Unitool](/concepts/unitools) to write the objection to your customer database.

## Consent for AI calls

You carry the burden of proof (Article 11.7(1)). The ACM accepts only consent that's specific, personal, clearly recorded, and linked to the person you call. A process description or a call list isn't enough ([ACM](https://www.acm.nl/nl/publicaties/acm-waarschuwt-telefonische-verkopers-moeten-expliciete-toestemming-kunnen-bewijzen)).

| Requirement | Source |
| - | - |
| Voluntary, specific, informed, and as easy to withdraw as to give, with no pre-ticked boxes | [GDPR Art. 4(11)](https://gdpr-info.eu/art-4-gdpr/) and [Art. 7](https://gdpr-info.eu/art-7-gdpr/), ACM |
| Names the company that calls and the product, asked as a separate question | Telemarketing Code Art. 2(2) |
| First call within six months, and a copy for the consumer within five working days on request | Telemarketing Code Art. 2(2) |
| Covers automated calls by an AI agent, not just telemarketing | Article 11.7(1) |

The law sets no retention period or expiry date, so keep the proof as long as you rely on the consent.

**Purchased leads and partners.** The company you call for stays responsible for the whole chain, including call centers and lead suppliers, according to the [Data Driven Marketing Association (DDMA)](https://ddma.nl/kennisbank/acm-over-nieuwe-telemarketingregels-meer-regie-voor-consumenten-en-een-duidelijke-verantwoordelijkheid-voor-bedrijven/). Ask vendors for the exact consent text, the collection method, and proof per contact. Consent that doesn't name your company fails the specificity test. botBrains asks for this evidence first, see [before you start outbound campaigns](/concepts/phone/countries#before-you-start-outbound-campaigns).

## Tell callers they're talking to an AI

Since August 2, 2026, [Article 50 of the EU AI Act](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=OJ:L_202401689#art_50) 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](/concepts/phone#introductions) 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](https://eur-lex.europa.eu/eli/dir/2011/83/oj/eng) also requires you to name your company, anyone you call for, and the commercial purpose at the start.

Dutch law adds no AI-specific rule. In marketing calls to consumers, state who you are, the company, and the commercial purpose at the start (Civil Code Art. 6:230v(6)). The Telemarketing Code also asks you to say why you may call, ask whether it's convenient, and mention the recording and its purpose (Art. 4 to 4.2).

For outbound marketing calls:

```text theme={null}
Goedendag, u spreekt met {agent_name} van {project_name}. Ik ben een AI, geen mens. Ik bel u met een aanbieding, omdat u ons toestemming heeft gegeven om u daarvoor te bellen. Dit gesprek wordt opgenomen om onze service te verbeteren. Druk op elk moment op de sterretoets om daartegen bezwaar te maken. Wilt u niet meer door ons gebeld worden? Zeg het gerust, dan bellen we u niet meer. Komt het nu gelegen?
```

For inbound and service calls:

```text theme={null}
Goedendag, u spreekt met {agent_name} van {project_name}. Ik ben een AI, geen mens. Dit gesprek wordt opgenomen. Druk op elk moment op de sterretoets om daartegen bezwaar te maken. Waarmee kan ik u helpen?
```

Edit the introduction per project, see [introductions](/concepts/phone#introductions).

## Call recording

**Criminal law.** [Article 139c of the Criminal Code](https://wetten.overheid.nl/BWBR0001854/#BoekTweede_TiteldeelV_Artikel139c) only punishes recording calls that aren't meant for you, so a participant may record, including your AI agent. [Article 139a](https://wetten.overheid.nl/BWBR0001854/#BoekTweede_TiteldeelV_Artikel139a) excludes phone calls.

**Data protection.** You need a lawful basis such as legitimate interest or consent ([GDPR Art. 6](https://gdpr-info.eu/art-6-gdpr/)), and you must tell the caller ([GDPR Art. 13](https://gdpr-info.eu/art-13-gdpr/)). Announce it at the start ([government business portal](https://ondernemersplein.overheid.nl/wetten-en-regels/verkoop-per-telefoon-telemarketing/)). When the caller presses the star key, botBrains stops and discards the recording but keeps the transcript. botBrains stores call data in the EU.

**Voice as biometric data.** A recording only becomes biometric data when you process it to identify someone ([GDPR Art. 4(14)](https://gdpr-info.eu/art-4-gdpr/) and [Art. 9](https://gdpr-info.eu/art-9-gdpr/)). Recording for quality doesn't.

## Caller ID and calling hours

**Show your number.** Article 11.7(8) forbids hiding your number on marketing calls. It must be your real number, reachable free or at normal rates (ACM), for at least six months (Telemarketing Code Art. 5). Callers see your botBrains number, and botBrains provisions Dutch numbers on request.

**Calling hours.** The law sets none. The Telemarketing Code limits consumer calls to 9:00 to 21:00 on weekdays and 10:00 to 17:00 on Saturdays, with no calls on Sundays and public holidays (Art. 9). It also allows at most three attempts per day, four hours apart (Art. 2.1), and bans voicemail messages (Art. 7). botBrains doesn't enforce calling hours, so schedule calls yourself. On voicemail, the agent hangs up without a message.

## Sector rules

| Sector | Rule |
| - | - |
| Energy, water, district heating, telecom, and other recurring services | A contract from your call only binds the consumer after written acceptance (Civil Code Art. 6:230v(6)). The ACM focuses its telemarketing checks on energy and telecom. |
| Charities, charity lotteries, publishers | <Icon icon="circle-check" color="#16a34a" /> Allowed. They may call customers or donors from the past three years without consent (Article 11.7(5) and (6)). |
| Other products | A clear yes on the call is enough if you can prove it, for example with a voice log ([ACM](https://www.acm.nl/nl/verkoop-aan-consumenten/reclame-en-verleiden/verkoop-telemarketing)). |

## Fines and enforcement

| Regulator | Covers | Maximum fine |
| - | - | - |
| ACM | Telemarketing and consent | EUR 900,000 or 1% of turnover if higher, doubled for a repeat within five years ([Telecommunications Act Art. 15.4](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk15_Paragraaf15.2_Artikel15.4)) |
| Dutch Data Protection Authority | Recording and personal data | EUR 20 million or 4% of worldwide turnover ([GDPR Art. 83](https://gdpr-info.eu/art-83-gdpr/)) |
| National AI Act authority | AI disclosure | EUR 15 million or 3% of worldwide turnover ([AI Act Art. 99](https://artificialintelligenceact.eu/article/99/)) |

In 2025, the ACM checked energy and telecom sales calls, and VodafoneZiggo committed to taking responsibility for its whole sales chain ([ACM](https://www.acm.nl/nl/publicaties/acm-zet-volgende-stap-strenger-toezicht-ongewenste-verkooptelefoontjes)). After July 1, 2026, the ACM planned information demands in both sectors ([DDMA](https://ddma.nl/kennisbank/acm-over-nieuwe-telemarketingregels-meer-regie-voor-consumenten-en-een-duidelijke-verantwoordelijkheid-voor-bedrijven/)). We found no enforcement against AI calls or robocalls.

**What's next.** The ACM and the Dutch Data Protection Authority are drafting joint guidance on customer service chatbots, covering AI disclosure and access to a human, planned for autumn 2026 ([Dutch IT Channel](https://www.dutchitchannel.nl/news/730254/acm-en-ap-grijpen-in-bij-wildgroei-aan-klantenservice-bots)).

## Sources

* Telecommunicatiewet, [Art. 1.1](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk1_Artikel1.1), [Art. 11.7](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk11_Paragraaf11.1_Artikel11.7), [Art. 11.8](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk11_Paragraaf11.1_Artikel11.8), and [Art. 15.4](https://wetten.overheid.nl/BWBR0009950/#Hoofdstuk15_Paragraaf15.2_Artikel15.4)
* Kamerstukken II 2019/20, 35 421, nr. 3, [explanatory memorandum to the opt-in law](https://zoek.officielebekendmakingen.nl/kst-35421-3.html)
* Staatsblad 2025, 89, [entry into force of Art. 7.8 Energiewet](https://zoek.officielebekendmakingen.nl/stb-2025-89.html)
* Burgerlijk Wetboek Boek 6, [Art. 6:230v](https://wetten.overheid.nl/BWBR0005289/#Boek6_Titeldeel5_Afdeling2b_Paragraaf5_Artikel230v)
* Wetboek van Strafrecht, [Art. 139a](https://wetten.overheid.nl/BWBR0001854/#BoekTweede_TiteldeelV_Artikel139a) and [Art. 139c](https://wetten.overheid.nl/BWBR0001854/#BoekTweede_TiteldeelV_Artikel139c)
* Directive 2002/58/EC, [Art. 13](https://eur-lex.europa.eu/eli/dir/2002/58/oj)
* GDPR, [Art. 4](https://gdpr-info.eu/art-4-gdpr/), [Art. 6](https://gdpr-info.eu/art-6-gdpr/), [Art. 7](https://gdpr-info.eu/art-7-gdpr/), [Art. 9](https://gdpr-info.eu/art-9-gdpr/), [Art. 13](https://gdpr-info.eu/art-13-gdpr/), [Art. 21](https://gdpr-info.eu/art-21-gdpr/), and [Art. 83](https://gdpr-info.eu/art-83-gdpr/)
* EU AI Act, [Art. 50](https://artificialintelligenceact.eu/article/50/) and [Art. 99](https://artificialintelligenceact.eu/article/99/)
* ACM, [Verkoop via telemarketing](https://www.acm.nl/nl/verkoop-aan-consumenten/reclame-en-verleiden/verkoop-telemarketing)
* ACM, [stricter rules from July 1, 2026](https://www.acm.nl/nl/publicaties/vanaf-1-juli-strengere-regels-voor-telemarketing-alleen-nog-maar-als-klant-toestemming-heeft-gegeven), published June 25, 2026
* ACM, [proof of explicit consent](https://www.acm.nl/nl/publicaties/acm-waarschuwt-telefonische-verkopers-moeten-expliciete-toestemming-kunnen-bewijzen), published June 29, 2022
* ACM, [stricter supervision of sales calls](https://www.acm.nl/nl/publicaties/acm-zet-volgende-stap-strenger-toezicht-ongewenste-verkooptelefoontjes), published July 17, 2025
* Ondernemersplein, [Telefonische verkoop (telemarketing)](https://ondernemersplein.overheid.nl/wetten-en-regels/verkoop-per-telefoon-telemarketing/)
* DDMA, [Code voor Telemarketing 2026](https://ddma.nl/kennisbank/reclamecode-code-telemarketing/), applies from October 1, 2026
* DDMA, [ACM on the new telemarketing rules](https://ddma.nl/kennisbank/acm-over-nieuwe-telemarketingregels-meer-regie-voor-consumenten-en-een-duidelijke-verantwoordelijkheid-voor-bedrijven/), published June 24, 2026
* DMCC, [ACM input on consent rules](https://dmcc.nl/extra-input-acm-op-toestemmingsregels-voor-telemarketing-vanaf-1-juli/), published May 21, 2026
* Dutch IT Channel, [ACM and AP guidance on chatbots](https://www.dutchitchannel.nl/news/730254/acm-en-ap-grijpen-in-bij-wildgroei-aan-klantenservice-bots), published April 21, 2026

## Next steps

<Columns cols={2}>
  <Card title="Phone integration" icon="phone" href="/concepts/phone">
    Set up your phone line, introductions, and outbound calls.
  </Card>

  <Card title="Calling laws by country" icon="globe" href="/concepts/phone/countries">
    Compare consent rules for AI calls across the EU, the UK, and the US.
  </Card>
</Columns>


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