This protection exists specifically because direct marketing sales can involve pressure tactics or impulse decisions that a buyer in a shop, comparing options at their own pace, is less exposed to. Many consumers don't realise this window exists and either feel stuck with an unwanted purchase or don't act within the timeframe. For businesses using direct marketing, honouring this right is a legal obligation, not optional.
Source: Consumer Protection Act 68 of 2008
Frequently Asked Questions
Does the cooling-off period apply to purchases made in a physical retail store?
No — it specifically applies to direct marketing transactions, not everyday in-store purchases, which generally follow different return policies set by the retailer.
Does the consumer have to explain why they're cancelling?
No — the right to cancel within the cooling-off period doesn't require a reason or justification.
Is the consumer entitled to a full refund if they cancel within the window?
Yes — a valid cancellation within the cooling-off period entitles the consumer to a full refund of amounts already paid.