Telemarketing causes consumers problems and financial losses year after year. Most problems have been caused by subscription traps and the marketing of periodicals, electricity contracts and television channel packages. In April 2017, the Consumer Ombudsman, the Consumers' Union of Finland and the Data Protection Ombudsman demanded an opt-in model for telemarketing, meaning that telemarketers would require the consumer’s prior approval to make sales calls. The model would solve telemarketing problems efficiently and respect the consumer’s right to make decisions about being the object of such marketing.

The FCCA expressed the same view in its statement on the Regulation on Privacy and Electronic Communications (in Finnish). In the statement, attention was also drawn to the provisions on the use of cookies, the scope of direct marketing provisions, and the use of a prefix to help identify direct marketing calls.