Aggressive telemarketing has long plagued Italian telecommunications, but change is on the horizon. From August 19, 2025, the first phase of a new Agcom resolution will require call centers and telecom operators to stop caller ID spoofing. This marks a significant step in the fight against fraudulent telemarketers.

On April 30, 2025, Italy’s communications regulator Agcom approved a new code (Resolution No. 106/25/CONS) to combat aggressive telemarketing and caller ID spoofing. The regulation, which replaces the previous 2016 framework, introduces a phased approach: from August 19, 2025, calls from abroad to Italy that display a spoofed Italian caller ID will be blocked; from November 19, 2025, the same block will apply to calls using fake Italian mobile numbers. The new code aims to protect consumers from unwanted and fraudulent calls, increase transparency, and restore trust in mobile communications.

The Scale of the Problem in Italy

Aggressive telemarketing is a major source of frustration for Italian consumers. Recent surveys show that over 75% of Italians receive at least one unwanted call per week, and 40% receive more than three. In 2023, complaints to the Public Opt-Out Register rose by 30%, surpassing 200,000 reports. The problem is so widespread that the Registry now has over 30 million numbers registered, yet many calls still bypass protections due to loopholes and calls from foreign call centers. As a result, the Registry is often seen as ineffective or powerless.

The effectiveness of the new rules will depend on Agcom’s ability to ensure timely enforcement, ongoing collaboration between operators and institutions, and continued consumer awareness of their rights. The technical working group will continue to monitor the phenomenon and propose further measures as needed.”

The outbound call center sector employs nearly 80,000 people, and the use of data collected through unclear or misleading consent is common. Many calls are not just commercial offers but also attempts at fraud, exploiting users’ lack of awareness about privacy rights. Robocalls promoting fraudulent investment schemes have become a weekly occurrence for many Italians. Despite regulatory efforts, including the Agcom code and the Registry of Oppositions, the impact remains significant, with most Italians considering telemarketing a daily nuisance and a threat to privacy and security.

The problem has been exacerbated by increasingly sophisticated techniques such as “spoofing,” where the caller’s number is falsified to hide the true origin of the call. This allows call centers—often based abroad—to bypass controls and consumer opt-outs, making enforcement extremely challenging.

The New Agcom Regulation: What Changes from August 19

With Resolution No. 106/25/CONS, Agcom has adopted a new regulation that introduces concrete, phased measures to curb illegal telemarketing and spoofing. From August 19, 2025, all calls originating from abroad to Italy that display a spoofed Italian caller ID will be blocked. In other words, foreign call centers should no longer be able to “mask” themselves with Italian numbers to circumvent filters and opt-out lists.

A second phase, starting November 19, 2025, will block calls that appear to come from Italian mobile numbers but are in fact “fake numbers” created to deceive recipients. These measures were developed after consultation with consumer associations, telecom operators, industry experts, and other stakeholders affected by spoofing.

National operators receiving calls from foreign networks will be required to block and not terminate calls with Italian fixed or mobile numbers, unless the user is genuinely roaming abroad. The technical working group will continue to identify further measures to combat other forms of caller ID manipulation, including those for calls managed entirely within Italy.

Spoofing: How It Works and Why It’s Dangerous

Spoofing involves the illegal modification of the caller’s number (CLI, Calling Line Identity), so that the call appears to come from a trusted source (such as a bank, a telecom company, or even law enforcement) or from an Italian number, when in reality it originates from a foreign call center or an unknown entity. This technique not only facilitates aggressive telemarketing but is also used for scams and phone fraud, making regulatory intervention even more urgent.

Stakeholder Reactions

Consumer associations have welcomed the new measures, calling them “a concrete step forward” in protecting privacy and peace of mind. “Finally, the heart of the problem is being addressed: anonymity and number falsification,” commented Altroconsumo. Major telecom operators have also expressed readiness to cooperate, while requesting adequate technical lead times for system upgrades. Some smaller operators and call center associations are more critical, fearing increased costs and greater difficulty in acquiring new customers in an already highly competitive market.

Agcom President Giacomo Lasorella stated: “The Authority has worked to identify the most advanced solutions to counter aggressive telemarketing practices, which we are all victims of daily. We count on the timely and effective implementation of the new rules by telecom operators, as widely discussed in the technical working group.”

Implications for the Mobile Ecosystem

The new regulation has significant implications for all parts of the mobile ecosystem:

• Mobile Operators: Italy is the latest market to adopt such measures, and operators elsewhere should prepare for similar requirements. Operators will need to implement new technical solutions to detect and block spoofed calls, both from abroad and domestically. This may require investment in network infrastructure and closer collaboration with international partners. Operators will also need to update customer communication and support processes to reflect the new protections.
• Vendors and Technology Providers: Vendors supplying call management, anti-fraud, and network security solutions will see increased demand for advanced CLI authentication and call filtering technologies. The regulation may drive innovation in real-time analytics and AI-based detection of suspicious call patterns.
• Enterprises and Call Centers: Legitimate enterprises using outbound calling for customer engagement will need to ensure full compliance with the new rules, including transparent caller identification and respect for opt-out registers. Non-compliance could result in blocked calls and reputational damage. For call centers, especially those operating cross-border, the regulation raises the bar for legal compliance and operational transparency.
• Consumers: For end users, the regulation promises a significant reduction in unwanted and fraudulent calls, restoring trust in mobile communications. Consumers will benefit from greater transparency and control, with the expectation that the volume of nuisance calls could be halved within the first year of implementation.

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