France has taken a major step to crack down on telemarketers. It may make French people happy, but at least one country across the Mediterranean Sea is concerned about the move. Moroccans worry the new French law, which bans unsolicited cold calls, could have a negative impact on Morocco’s job market.
What is the new French law?
The law means that French companies are no longer “allowed to advertise goods and services through such calls unless consumers previously gave their consent or if the calls are about a preexisting contract,” said The New York Times. While many countries have attempted to enact no-contact lists for telemarketers, the law represents a new, much more proactive approach in France. Violators of the law will be subject to fines of up to $86,000.
Previously, French people who “wanted to avoid marketing calls had to register their number with a government-run service, but consumer groups said some call centers ignored the list,” said The Associated Press. Officials hope the law will fix what has been a persistent issue in France; at least 97% of French people “are annoyed by telemarketing calls,” according to a 2025 report from France’s National Assembly, while 72% say they are contacted by telemarketers “at least once a week.”
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Why are Moroccans up in arms?
Despite the joy in France, the feeling in Morocco is different. Given the nations’ close proximity, Morocco “represents a major market for telemarketing companies” contacting French customers, said the Times. Moroccan officials “indicated that between 40,000 and 50,000 jobs could be at risk of disappearing” because of the new law, according to Moroccan newspaper Le Matin. France represents the majority of the Moroccan industry; Morocco’s call center business “makes 80% of its revenue from phoning French customers,” said Semafor.
Small- and medium-sized telemarketing ventures are particularly vulnerable because they “represent more than 60% of the call center network in Morocco,” said Le Matin. Despite the controversial nature of telemarketers, the centers they operate generated nearly “1.3 billion dirhams [$140 million] in investment in 2023 and generate between 10 and 12 billion dirhams [$1.1 billion and $1.2 billion] in added value annually.” Morocco’s “low labor costs, a large French-speaking workforce and relatively weak unions” make the country an “attractive outsourcing destination,” said the AP.
Some in France are also lambasting the effects of the new law. The leader of France’s direct-selling trade association, Frédéric Billon, has “criticized the reforms for adding what he said were administrative burdens for businesses,” said BBC News. Telemarketing companies will “have to obtain written consent from your customer, and you'll also have to keep proof of that consent,” Billon told BBC News. Despite some of the pushback, polls show most French people favor the law, leading Morocco to explore other avenues.
Moroccan officials are currently “rolling out a plan to ease the impact of the French law and support the sector,” said Moroccan news outlet Hespress. The plan starts by “encouraging companies to expand into new markets in Europe, including Germany, Spain and Italy, as well as in Africa and Latin America.” Officials are also urging companies to “shift from traditional telemarketing to higher-value services, including technical support, digital logistics, consulting and market research.”
