A business can call another business it there’s an existing relationship. This means you can introduce an upgrade, a new product line, or something unrelated to their current contract - but the contract needs to be there first.

Other than that, the business needs the call receipient to opt in. They can dop this on a webform, a physical form, or by initiating the contact and, say, leaving a message for the vendor asking to be called back. It means the business needs to concetrate on avenues other than cold calling for getting themselves in front of a prospect.

"After a joint call by 11 consumer groups" - going to guess its B2C given "consumer groups".