A lot of people think that the UK GDPR has a rule that says organisations can only send direct marketing emails with consent. The GDPR says no such thing, but the Privacy and Electronic Communications (EC Directive) Regulations AKA PECR does contain rules about when you need consent. However, it also contains a specific provision that allows you to send marketing emails without permission. Though you won’t find the phrase anywhere in the legislation, this is known as the ‘Soft Opt In’.

There are still multiple elements to get right – you have to obtain email addresses or mobile numbers in the right way, only send the right kind of marketing, and always allow for an opt-out. But done right, the soft opt-in allows you to send emails without consent completely legitimately.

This session includes the new amendment for charities contained in the Data (Use and Access) Bill.