Many thanks for all the comments.
An interesting divergence of views.
My tentative conclusion, having considered the comments, and thought a bit more about it, is that it probably depends who John is. The analogy is with the law relating to the ostensible authority of an agent to bind a principal.
To take one extreme, if John is the Director of Purchasing, when he gives out Fred's number I think that negates PECR. By his title the company (subscriber) holds him out in a position to make decisions on such matters, and salesman can reasonably rely on it as a solicitation to market by calling a specified line - Fred's number.
On the other extreme, where John is just a user of widgets, the company has done nothing to suggest he can make decisions on marketing or purchasing, and the TPS registration still takes priority. The reality is in this situation that the salesman almost certainly knows that John has no authority and no knowledge of either the legal framework or even that TPS exists* . He is just trying to blag the number of someone who might be interested in his products, and cannot turn a blind eye to the TPS register.
In between as ever there may be a grey area.
* The Trust where I currently work for example registers many of its numbers with Corporate TPS but very few staff know that this has been done and it is not mentioned in the Telephone Policy ....
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