Retailers still insist on mobile numbers despite central government’s advisory

Despite a Central advisory prohibiting mandatory collection of mobile numbers, Hyderabad retailers continue to insist on them during billing. Consumers face unsolicited promotions and privacy breaches, while the Telangana Consumer Affairs Department has yet to implement the advisory effectively.

Hyderabad: From pharmacy stores and grocers to shopping malls, a routine purchase often ends with the cashier insisting on a mobile number for billing. Even when customers cite reasons such as avoiding promotional messages or concerns over data misuse, billing staff rarely relent.

Shoppers who decline to share their numbers often find themselves in arguments, and in some cases, end up walking away without completing the purchase.

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Billing clerks cite various justifications: e-billing is pitched as a sustainable, paperless alternative; loyalty points get credited automatically with each purchase and can be redeemed later; and digital bills are accessible with a single click.

However, the flip side is intrusive. Customers are frequently bombarded with promotional messages, offers, and advisories. In some cases, phone numbers are shared with third parties, leading to privacy violations and unsolicited marketing.

Ironically, this practice continues in violation of official guidelines. Following nationwide complaints, the Department of Consumer Affairs, Ministry of Consumer Affairs, issued an advisory in May 2023 stating that retailers must not collect consumers’ mobile numbers without explicit consent, and that it should not be a pre-condition for sale.

In Telangana, however, implementation of the advisory has been lax. The State’s Consumer Affairs, Food and Civil Supplies Department has taken no concrete steps to stop the practice.

“It is true that the advisory clearly states that retailers should not demand consumers’ mobile numbers. However, due to lack of awareness among both retailers and consumers, the issue persists,” said Assistant Commissioner of Consumer Affairs, Telangana Civil Supplies Department, Vani Bhavani. She added that a proposal was being prepared to mandate the display of the advisory in all commercial establishments across the State.

Meanwhile, management at a leading shopping mall claimed that mobile numbers were collected to offer benefits such as loyalty points, rebates, and personalised offers, and to maintain customer relationships.

Consumer Help Line:180042500333 or 040-23336112/040-23336114, 040-23336115

(as provided by Telangana Civil Supplies Department).