April 2026 ushered in one of the most consequential changes to South Africa’s marketing and property landscape in years, as sweeping new regulations under the Consumer Protection Act came into force – reshaping how businesses engage with consumers and how estate agents generate leads.
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At the centre of the shift is a decisive move away from unsolicited outreach toward a consent-driven model of communication. The newly implemented amendments introduce stricter compliance requirements for any business engaging in direct marketing, alongside a formal national opt-out registry administered by the National Consumer Commission (NCC).
For an industry historically built on proactive prospecting, this marks a fundamental reset.
Cobus Odendaal, CEO of Lew Geffen Sotheby’s International Realty in Johannesburg and Randburg, says the implications are both immediate and far-reaching.
Three new annexures
“The amended regulations introduce three new annexures, including mechanisms for consumer opt-out and business registration. Most importantly, they establish a pre-emptive block registry, allowing consumers to opt out of unsolicited direct marketing entirely,” he explains.
“Once a consumer registers, they may not be contacted for marketing purposes—regardless of whether their details already exist in an agency’s database.”
In practical terms, this means that the days of mass cold-calling, bulk messaging and blanket prospecting campaigns are numbered. Businesses must now ensure that their outreach is not only targeted but also permitted.
For consumers the change is likely to be widely welcomed.
More control for consumers
“These changes are designed to give consumers greater control over how and when businesses communicate with them,” Odendaal says. “Most of us can relate to the frustration of being bombarded by unsolicited advertising on a daily basis—especially the persistent variety.”
Odendaal believes that the clampdown on intrusive marketing practices will be of benefit to both businesses and consumers as people are more likely to take note of advertising content if they aren’t constantly being bombarded.
“There is considerable value in responsible advertising, particularly in the property sector, where timing and access to information can be critical.
“Advertising introduces us to new possibilities and showcases options for services and goods that we may be in the market for—or may need in the future,” he notes.
“For those looking to buy or sell what is often their largest investment, access to relevant property information can be a lifeline in navigating what is a complex and highly dynamic market.”
Something of a crossroads
Cobus Odendaal, CEO of Lew Geffen Sotheby’s International Realty’s Johannesburg and Randburg & Craighall operations.
The real estate sector now finds itself at a crossroads: adapt quickly to a more regulated, permission-based environment or risk falling behind.
According to Odendaal, leading agencies are already moving to align their systems and processes with the new framework.
“Our approach has always prioritised professionalism, transparency and respect for our clients. These new regulations reinforce values that are already embedded in how we operate,” he says.
“At Lew Geffen Sotheby’s International Realty, we have the required processes in place, including registration and robust database management protocols, to ensure full compliance.”
While some operational details from the NCC—such as implementation mechanics and enforcement processes—are still being clarified, the direction of travel is unmistakable: greater accountability, stronger consumer protection, and a more disciplined approach to marketing.
For South African buyers, sellers and investors, the outcome is a more ethical and consumer-centric property environment—one where privacy is respected, communication is intentional, and trust becomes a key differentiator in choosing the right agency.
