ICO fines total £550,000 over illegal robo calls as energy firms used avatar agents

LONDON — The Information Commissioner's Office said two energy companies were fined a combined £550,000 for using automated robo calls that impersonate human customer-service agents. In one case, Green Spark Energy in Durham received 497 complaints, including from cancer patients and older people, about robo calls that used avatar technology to pose as local energy advisers.

The technology uses avatar software that strings together pre-recorded lines recorded by voice actors and played by call agents overseas. Callers sometimes identified themselves as Jo, Helen, or Ian and described themselves as local energy advisers trying to arrange a survey to attend the property. A recording claimed fibreglass insulation was causing damage or mould, a claim the British Lung Foundation described as a potential health hazard.

The ICO said the technology makes it harder for the public to spot automated calls and report them. The regulator's investigations found that unscrupulous firms had used the avatars to mislead recipients and push marketing pitches. Andy Curry, head of investigations at the ICO, said they had heard disturbing reports of how robo technology is being used to fool elderly and vulnerable people.

The regulator said the use of avatar technology in marketing calls is unlawful and has issued enforcement notices as well as fines to firms that deploy it. Automated marketing calls can only be made to people who have previously consented to such communications, and the caller must identify the organization responsible.

To stop marketing calls, individuals can register their landline or mobile number with the Telephone Preference Service at no cost. The TPS is a list of people who have said they do not want to receive marketing calls. People should report nuisance calls to the ICO using its online reporting tool, and refer complaints about fraud and scams to Action Fraud or Police Scotland. Complaints about a business's practices can be made to Trading Standards through Citizens Advice, and complaints about silent or abandoned calls can be made to Ofcom, the telecommunications regulator.

Experts say four signs may indicate a robo call is underway: a noticeable pause between questions and responses, suggesting the agent is selecting pre-recorded clips; replies that sound repetitive or generic when asked unusual questions; the same voice or accent across several calls; and an overly polished delivery with little to no background noise or natural chatter.

Automated marketing calls remain legal in certain circumstances, but the rules are stricter than for live calls. The ICO has described the use of avatar technology in marketing calls as unlawful and has signaled continued enforcement against firms that misuse it. Regulators say the technology behind robo calls is evolving, and oversight will tighten as providers explore more advanced speech systems.

This development sits at the intersection of technology and consumer protection, highlighting the ongoing challenges regulators face as AI-enabled communication tools become more capable. Industry observers expect further action as investigations continue and more cases come to light.