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SSE announces end of cold calling

Change in strategy follows recent £10.5m fine for mis-selling to consumers

The energy giant, which also supplies energy under the Southern Electric, Scottish Hydro and SWALEC brands, will put an end to the practice which it labelled ‘unwelcome’ and ‘intrusive’

The move follows a recent £10.5 million fine which was handed to SSE for mis-selling products to consumers on the doorstep, in-store or over the phone.

The announcement will affect approximately 100 employees across the company, although a number of these will be redeployed in other departments.

Nobody likes receiving a sales call’

Speaking on the announcement, SSE’s Group Managing Director, Retail, Will Morris said: “Nobody likes receiving a sales call out of the blue and so we are stopping it.

“It doesn’t matter that other energy companies still do it, or other industries for that matter, cold calling is not something that a company like SSE – committed to providing an excellent customer experience – should be doing any longer.

“We want to be a company that sells itself, one that is recognised for being the best in its sector and one that people choose to buy from.

”This decision to end unsolicited calls is part of becoming that company and demonstrates that we are dedicated to delivering what customers want.”

Ann Robinson, Director of Consumer Policy at, said: “This is a welcome move and good news for consumers.”

The beginning of the end for cold calling?

SSE’s announcement follows renewed pressure for the government to take action and crack down on unsolicited calls.

The Information Commissioner’s Office (ICO) and Ofcom are currently testing the effectiveness of the telephone preference service, a system which claims to enable consumers to opt out of unsolicited marketing calls.

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