By Editor,Helen Kirrane

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Four signs you’re on the phone with an illegal ROBOT call centre agent – as two energy firms fined for using them

Firms use software to make customers think they’re speaking to a real person

By HELEN KIRRANE, REPORTER, THIS IS MONEY

Updated: 12:52 BST, 25 September 2025

Britons are being hit by a tidal wave of ‘robo calls’ which use technology to mimic the voices of human call centre agents.

The Information Commissioner’s Office, which enforces data protection rules, has today warned the public to be on its guard against ‘unlawful’ calls from robots.

These are usually marketing calls from companies which use software to fool consumers into thinking they are talking to a customer service agent in the UK, when in fact they are speaking to someone overseas.

Firms do this by using an avatar software, which uses scripted lines recorded by voice actors and played by call agents abroad.

The regulator has issued fines to two energy companies totalling £550,000 for making such automated marketing calls.

In one case, a firm called Green Spark Energy in Durham received 497 complaints about robo-calls including from cancer patients and elderly people.

Impersonation: ‘Robo calls’ using avatar technology are making it harder for the public to spot nuisance marketing calls and report them

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Callers introduced themselves as ‘Jo’, ‘Helen’ and ‘Ian’ and identified themselves only as a ‘local energy advisor’ trying to sell them loft insulation.

The aim of the call was to arrange an appointment with a surveyor to attend the property in order to conduct a survey.

A recording of one of the calls made misleading statements, suggesting fibreglass insultation was causing damage or mould and was classed by the British Lung Foundation as a potential health hazard.

The ICO said the technology was making it harder for the public to spot automated calls and report them to the ICO.

Andy Curry, head of investigations, said: ‘We’ve heard disturbing reports of how unscrupulous companies are using robo technology to fool elderly and vulnerable people.’

Here are four ways to spot if you have been the target of a robo call.

1. Slight pauses before responses

Take notice of any awkward pauses or silences between a question you ask, and the reponse of a customer service agent on the phone.

There may be a noticeable delay between what you say and the responses you hear, as the agent selects the next pre-recorded clip.

2. Limited flexibility in responses

If you ask unusual questions, the replies may sound repetitive, generic or irrelevant because the software can only play pre-recorded options.

The conversation always comes back to a fixed marketing script, regardless of your answers, because the agent is limited to using the pre-recorded lines.

What’s YOUR phone network doing to stop scam and nuisance calls? We asked all of the biggest providers

3. Identical voice or tone across calls

You may receive multiple calls where agents sound the same or use the same accent or names.

This is because agents are using the same software with the same pre-recorded answers.

4. No background noise or natural breaks

Unlike real call centres, avatar calls often sound overly polished, with no background chatter or noise.

If there is no background chatter or noise it could raise a red flag that you are on a robo call.

Are robo calls illegal?

Firms can make automated marketing calls, but the rules for making them are stricter than for making live calls.

Automated marketing calls can only be made to people who have previously informed the caller they consent to such communications being sent, by or at the instigation of the caller.

The caller must identify to the recipient which organisation they are from.

The ICO has called the use of robo technology in marketing calls an ‘unlawful’ practice and has issued enforcement notices as well as fines to firms who use them.

How to stop getting marketing calls

To stop live and automated marketing calls you can register your landline or mobile number with the Telephone Preference Service free of charge.

The TPS is a register of people who have said they don’t want to receive marketing calls.

Report any nuisance calls that you continue to receive 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.

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Four signs you’re on the phone with an illegal ROBOT call centre agent – as two energy firms fined for using them

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