The campaign, which seeks to raise awareness of the threat from scammers who steal millions from older and vulnerable people every year, is encouraging people: "Don’t be rushed, don’t be hushed!"
According to Age Cymru research, at least 50,000 scams were committed against Welsh people in one recent 12-month period.
After questioning the First Minister on the issue, Montgomeryshire’s Assembly Member, Russell George said:
"Many of my constituents are still plagued with spam and nuisance calls, despite having registered with the Telephone Preference Service. It is particularly concerning that some of these calls are looking to fraudulently exploit elderly and vulnerable people, persuading their victims to rush into decisions they don’t want to make and give up sensitive personal information that puts them at risk of being scammed.
"I was pleased that I had the opportunity to raise awareness of this important issue with the First Minister and that he agreed with me that tighter regulations are needed to ensure that older and vulnerable people are not victims of cold-calling and scams.
"It is encouraging that the Advertising Standards Authority has backed the Age Cymru campaign. There is now a need for all postal companies, internet service providers and telephony companies to follow suit and provide more protection for their customers."