A COLD-calling firm has been banned from making speculative sales pitches dressed up as lifestyle surveys.

Change and Save will face prosecution if it breaches an order by data watchdog the Information Commissioner's Office.

The ICO said an investigation was launched into the company's practices after receiving 254 complaints.

It found Change and Save contacted residents who through the Telephone Preference Service's had opted out of receiving telemarketing calls.

The firm claimed it was conducting a lifestyle survey but the ICO found its cold callers went on to promote will writing, funeral and legal services as part of their sales patter, a tactic known in the industry as 'sugging'.

Steve Eckersley, head of enforcement at the ICO, said: "Firms trying to avoid direct marketing rules will be quickly found out — people spot a nuisance call when they get one.

"We know this because people complain to us.

"Trying to disguise a nuisance call as a survey or market research simply will not wash."

The ICO's enforcement notice prohibits the company from "making unsolicited calls for direct marketing purposes" to anyone registered with the TPS or those who inform the company they do not wish to receive such approaches.

Change and Save, whose official address is an office in Thomas Holden Street, Bolton, could not be reached for comment.

It has 28 days to appeal the enforcement notice issued today. (July 8)