Direct marketing has long been a contentious topic in South Africa, often sparking frustration over unsolicited phone calls and emails. With the implementation of the Protection of Personal Information Act 4 of 2013 (POPIA), the rules governing direct marketing have become stricter, aiming to balance business interests with individual privacy rights. This article discusses the particulars of direct marketing under POPIA and what the latest Guideline from the Information Regulator contains.