Guides · checked 4 October 2026
AI calling compliance: UK and Portugal
Everything a small business should check before an AI agent rings anyone in the UK or Portugal, with the official source for each line.
This is not legal advice
This guide quotes the law and the regulators’ own pages and says where they are silent. It cannot tell you whether your campaign is lawful: that depends on who you call, where your list came from and what you say. For a decision that matters, ask a solicitor (UK) or an advogado (Portugal). Every source below was read on 4 October 2026; laws and guidance change, so check the date before you rely on it.
The checklist, country by country
| United Kingdom | Portugal (EU) | |
|---|---|---|
| Calling businesses | Allowed for live calls unless the number is on the TPS/CTPS or objected; screen both registers | Companies: allowed unless they objected to you or are on the DGC list (check monthly). Sole traders: consent first |
| Calling individuals | Live calls: TPS screening and objections. Automated calls: prior consent | Prior express consent |
| AI voice agents | No ICO guidance yet on whether they count as automated calls | Consent rule applies to individuals whatever makes the call |
| Say it is an AI | No specific law; never mislead | Yes, at the first interaction (AI Act art. 50, since 2 Aug 2026) |
| Recording | Inform people (2018 Regulations, UK GDPR) | Inform and get consent (Lei 41/2004 art. 4.º(3)) |
| Calling hours | PECR sets no calling hours; Ofcom’s rules on silent and abandoned calls apply | 09:00-22:00 for consumers (DL 134/2009) |
| Maximum fine | £17.5m or 4% of turnover (PECR, since 5 Feb 2026) | €5m for companies (Lei 41/2004); AI Act up to €15m or 3% (for SMEs, whichever is lower) |
The guides
Silent and abandoned calls (Ofcom)
How an AI dialler must behave on the network.
Read (guide awaiting verification)