New rules published by the Financial Services Board (FSB) recently came into effect, requiring insurance companies to allow users to opt out of marketing SMSs at no cost.

The rules are part of a number of changes to the FSB’s Policyholder Protection Rules (PPRs), which took effect from 1 July 2018.

According to the revised rules, recipients of insurance advertising via a call, SMS, or voice messages must be able to opt out of future direct marketing from the company in question.

Additionally, no insurer may charge recipients any fee for opting out of the advertising via SMS.

The PPRs are not prescriptive as to which entity must carry the cost of an opt-out SMS, but they prohibit the service provider or insurer from charging it to policyholders.

Rule 10 of the revised PPRs state that “the advertisement must allow the policyholder the opportunity to demand that the insurer or other person

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