Concerns have been voiced over working conditions

Glasgow leads the way, but many call centres have been set up in remote areas and former industrial heartlands.

However, there have been reports of health and safety problems in some call centres.

In some cases strict call targets and staff surveillance have caused high instances of stress and staff turnover.

The new standards being launched on Tuesday by the CCA is the first attempt to ensure better working conditions and customer service.

Industry image

The association's Colin McKay said the body also planned to introduce an external audit process.

"In the short-term the CCA standard will contribute the development of the industry's image," he said.

"In the longer term what we want to do is demonstrate that the CCA members reflect the standards of staff care and customer care."

Unions have been working with the association to reverse the traditionally low level of membership.

It is important that the industry recognises that there are problems in some area

Colin McKay, Call Centre Association

The Scottish Trades Union Congress has welcomed the standards - but said there was much more work to be done to improve working conditions.

Tracy White of the STUC said: "It is important that the industry recognises that there are problems in some area.

"We support the fact that they are having discussions about standards, and the CCA in particular is making it a condition of membership for call centres that they are prepared to sign up to a minimum standard of practice in the workplace."

Mr McKay said he believed the vast majority of its members would already meet the standards.

And he said: "My experience suggests that in excess of 95% of call centres would be supportive of the standard."