For millions of people in France, the weekly barrage of unsolicited sales calls is finally set to end. 

Beginning August 11, businesses will no longer be allowed to make telemarketing calls to consumers unless they have obtained their prior consent, under a new law introduced by President Emmanuel Macron's government.

The legislation is designed to curb intrusive marketing practices while offering stronger protection against commercial fraud, particularly for vulnerable consumers.

Until now, people who wished to avoid marketing calls had to register their phone numbers on a government-run opt-out list.

However, consumer organisations had repeatedly argued that many telemarketing companies ignored the registry, allowing unwanted calls to continue despite the safeguards.

Under the new framework, the burden shifts from consumers to businesses. Companies must first secure a person's explicit consent before making any commercial sales call.

According to Alice Vilcot, chief of staff at France's Directorate-General for Competition, Consumer Affairs and Prevention of Fraud, consumers will also have the right to withdraw that consent whenever they choose.

The French government says the legislation follows years of public frustration over persistent telemarketing.

Authorities estimate that around three out of every four people in the country receive at least one unsolicited sales call each week, while many report being contacted even more frequently.

Businesses found violating the new rules could face significant financial penalties as France strengthens its consumer protection regime against aggressive and fraudulent marketing practices.