Key facts
- Elderly Aids Ltd was fined £190,000 by the Information Commissioner's Office (ICO).
- The company made 758,053 cold calls between May 2024 and February 2025.
- The calls were made to sell call-blocking devices to elderly individuals.
- Complainants reported aggressive and misleading callers who often failed to identify themselves.
- One complainant stated their father was persuaded to pay £139 upfront and a £6.99 monthly fee for services.
- Elderly Aids Ltd ignored ICO requests for information during the investigation.
- The ICO ordered the company to stop making illegal marketing calls.
Elderly Aids Ltd has been fined £190,000 by the Information Commissioner’s Office (ICO) for making hundreds of thousands of nuisance calls to elderly people. The company, which sold call-blocking devices, was found to have made 758,053 cold calls between May 2024 and February 2025, targeting individuals who had explicitly asked not to be contacted.
Approximately 20 complaints were received by the ICO and the Telephone Preference Service, with some complainants describing the callers as aggressive, misleading, and failing to identify themselves. One individual reported that their father was persuaded to sign up for call-blocking services at a cost of £139 upfront and a £6.99 monthly fee.
The ICO described the company's actions as "bombarding people with the very nuisance calls it claimed to protect them from." During the investigation, Elderly Aids Ltd repeatedly ignored requests for information from the ICO and attempted to deregister from the Companies House register. The company is now registered at a default address.
Andy Curry, head of investigations at the ICO, stated that the company targeted vulnerable people and harassed them to sell its products, showing a disregard for the law. He warned that the penalty serves as a clear message to businesses that attempt to exploit individuals and evade accountability.
In addition to the fine, the ICO has ordered Elderly Aids Ltd to stop making illegal marketing calls. It is against the law to make marketing calls to individuals registered with the TPS unless they have given explicit consent to receive calls from that specific company.
Russell Roach, director of preference services at the Data & Marketing Association, emphasized the importance of respecting individuals' privacy choices, especially for vulnerable consumers, to maintain trust and avoid causing distress.