Discovery Don't call me. I'll call you

I was looking at different medical aid options. Unfortunately, you must provide Discovery with a cell phone number to get a quote. I received an SMS where I had to indicate whether I wanted a consultant to contact me or if I wanted to opt out. I decided to opt out. I have received no less than 4 calls from Discovery this morning. The POPI Act was signed into law to protect the Public from direct marketing. Why does a big company like Discovery disregard the ACT?