The approval by the Spanish Congress of Deputies of the Customer Service Act (SAC Law) represents a milestone in the protection of consumer rights. Driven by the Ministry of Social Rights, Consumer Affairs and Agenda 2030, this regulation aims to put an end to abusive and opaque practices that have historically harmed citizens. Below, we break down its main developments, legal impact, and what it means for both companies and consumers from a legal perspective.
1. What does the new SAC Act require?
1.1 Ban on “spam” calls and non-consensual contracting
Companies will be required to identify their commercial calls with a specific numerical prefix, different from the one used for customer service.
Telecommunications operators will be obliged to block calls that do not use these prefixes.
Contracts concluded through non-consensual phone calls will be declared null and void, aiming to discourage aggressive commercial pressure.
1.2 Price transparency and elimination of hidden fees
From the start of any transaction, companies must display the total price, including all management fees and additional costs.
Practices that break down prices to hide increases at the end of the purchase process—such as hidden handling fees on tickets or bookings—are prohibited.
1.3 Improvements in customer service
Customer calls must be answered in under three minutes in 95% of cases.
Customer service may not rely solely on automated systems or AI: consumers must always have the option to speak with a real person.
The maximum period for resolving complaints is reduced to 15 working days, and only 5 days in cases of improper charges.
Companies with more than 250 employees and over €50 million in turnover must provide customer service in co-official languages (Catalan, Galician, Basque) in regions where they operate.
Accessibility for vulnerable groups, such as older adults or people with disabilities, will also be strengthened.
1.4 Regulation of reviews and algorithms
Buying or selling reviews is prohibited, and companies must ensure that opinions come from real consumers, not fake profiles.
Businesses must allow replies to reviews when there are signs of falsity, and remove unverified ratings.
In the digital sphere, algorithms that personalise prices and advertising must be transparent: consumers may request information on the parameters used, and the use of discriminatory or vulnerability-based criteria is strictly forbidden.
1.5 Stricter rules on automatic renewals
Automatic renewals for subscriptions (such as streaming platforms) must be notified at least 15 days in advance.
Companies must provide an easy and straightforward cancellation process so that consumers can decide freely whether to continue the service.
2. Who does the SAC Act apply to?
The law applies primarily to large companies: those with more than 250 employees or an annual turnover exceeding €50 million, as well as businesses providing essential services (energy, water, transport, telecommunications).
It also introduces specific obligations for sectors with a high volume of customer service interactions.
3. Legal impact and relevance for law firms
From the perspective of a law firm specialising in consumer law, this act opens several avenues for legal work:
Preventive advisory services: helping companies adapt their customer service systems to meet the new requirements and avoid sanctions, especially concerning response times and human assistance.
Claims and litigation: the act provides a powerful instrument for consumers who have suffered abusive practices—unsolicited commercial calls, hidden fees, or unwanted automatic renewals. Lawyers can assist in filing claims or legal actions where rights have been violated.
Digital compliance: for digital platforms, consulting firms, and marketplaces, the transparency obligations on algorithms are particularly relevant. Legal professionals can advise on implementing transparency mechanisms, algorithm audits, and compliance in personalised pricing and advertising.
Language rights: the requirement to provide service in co-official languages opens a new area of potential conflict and advisory work, both for companies and for consumers who seek to enforce their linguistic rights.
Accessibility: obligations toward vulnerable individuals (older adults, people with disabilities) require companies to adapt processes and infrastructures, creating potential liability if compliance is insufficient.
4. Legal challenges and risks
Oversight and sanctions: although the law sets clear obligations, its effectiveness will depend on enforcement. Companies may fail to meet deadlines or continue using bots, increasing the risk of penalties.
Call blocking by operators: mandatory blocking of unidentified calls may generate technical and regulatory disputes, especially if companies claim their calls are informational rather than commercial.
Algorithmic transparency: making algorithm parameters public may clash with trade secrets or intellectual property rights, requiring a balance between transparency and business protection.
Resource demands for companies: not all large corporations will adapt quickly, given the costs and organisational changes required, such as training, CRM upgrades, or restructuring call centres.
Complaint procedures: for consumers to exercise their new rights effectively (cancellation, withdrawal, invalidation of non-consensual contracts), accessible and efficient procedures are essential—an area where law firms can play a crucial role.
5. Conclusion: A victory for consumers—and a challenge for companies
The Customer Service Act brings a profound shift in how companies in Spain must treat consumers. For the first time, minimum standards of quality, transparency, and legal accountability are clearly established to protect users from commercial abuse.
For consumers, the benefits are concrete: no more unwanted calls, hidden fees, or automatic renewals without notice. For companies, it requires major adaptation but also offers an opportunity to improve reputation and build trust.
For law firms, this regulation opens multiple opportunities for specialised advisory services—from preventive compliance to representation in claims. The focus on algorithms and accessibility also positions firms to lead in emerging legal areas of high relevance.
