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ICO fines Elderly Aids Ltd £190,000 for nuisance-call marketing
The ICO said Elderly Aids Ltd placed 758,053 cold calls from May 2024 to February 2025, prompting about 20 complaints, and was ordered to stop illegal calls.
The UK Information Commissioner’s Office has fined Elderly Aids Ltd, a company that sells call-blocking devices, £190,000 for making nuisance marketing calls while claiming to protect vulnerable people from similar annoyances.
According to the ICO, Elderly Aids Ltd made 758,053 cold calls between May 2024 and February 2025 to sell its products. The regulator said roughly 20 complaints were filed with the ICO and the Telephone Preference Service, including allegations that callers were aggressive, misleading, and did not identify themselves.
The ICO said callers harassed people who had asked not to be contacted, describing the conduct as bombarding people with the same type of nuisance calls the firm said it would prevent. It also said the company ignored requests for information during the investigation and attempted to strike itself off the Companies House register once it became aware it was being scrutinized.
Alongside the fine, the ICO ordered Elderly Aids Ltd to stop making illegal marketing calls, noting that such calls are not allowed to people registered with the TPS unless specific conditions are met. The ICO also quoted Andy Curry, the head of investigations, warning the penalty should deter other businesses from disregarding the law or trying to avoid accountability.