New CPA Regulations: What Property Practitioners Need to Know

If your estate agency relies on cold-calling, unsolicited messages, or bulk prospecting to secure mandates, it is important to know that the rules have changed.

Amendments to the Consumer Protection Act are now in force, and property practitioners should take steps to ensure their practices align with the updated legal framework.

The Consumer Protection Act Amendment Regulations, 2026 came into effect on 15 April 2026, introducing a formal opt-out registry administered by the National Consumer Commission. These regulations form part of a broader move toward strengthening consumer control over personal information.

What has changed?

The key development is the introduction of a pre-emptive opt-out system. Consumers can now register to block unsolicited direct marketing communications.

Once registered, they may not be contacted for marketing purposes, even where their details were previously obtained.

The regulations also introduce:

1. A mandatory registration requirement for direct marketers

2. Monthly database cleansing against the opt-out registry

3. Clear identification requirements for all marketing communications

Does this affect your estate agency?

In most instances, yes. If your estate agency conducts unsolicited outreach, whether by telephone, email, SMS, WhatsApp, or in-person canvassing, it is likely to fall within the definition of a direct marketer, and you will be required to comply with the regulations.

What are your obligations?

From a compliance perspective, estate agencies should ensure that they:

1. Register with the National Consumer Commission and maintain annual renewal

2. Implement monthly database cleansing processes

3. Refrain from contacting consumers who have opted out

4. Ensure all communications clearly identify the agency

5. Avoid direct marketing activities unless properly registered

What will it cost?

For 2026, the prescribed fees are:

1. Initial registration: R2,574.00

2. Annual renewal: R1,930.50

3. Monthly database cleansing: R0.12 per data entry

What steps should property practitioners take now?

While certain aspects of implementation are still developing, the obligations are already in force. Estate Agencies are advised to begin aligning their internal processes by:

1. Reviewing existing prospecting databases

2. Centralising compliance oversight

3. Reassessing current marketing strategies

4. Ensuring communication templates meet identification requirements

There is a clear shift toward consent-based engagement. In practice, this means placing greater emphasis on inbound enquiries, referral networks, and value-driven client relationships, rather than relying on unsolicited outreach.

Final note

The regulatory position is clear, even though some operational details are still evolving. Estate agencies that take proactive steps to align their practices with the amended Consumer Protection Act will be better positioned to manage risk and maintain credibility in an increasingly compliance-driven environment.

For tailored guidance on how these regulations impact your estate agency, contact one of our attorneys at Snymans Inc.

Written by: Maret Carroll
Moderated and approved by: Rohula Kgabu

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