Electronic mail marketing

In brief… You must not send marketing emails or texts to individuals without specific consent. There is a limited exception for your own previous customers, often called the ‘soft opt-in’. You can send marketing emails or texts to companies. However, it is good practice to keep a ‘do not email or text’ list of any companies that object. In more detail… What are the rules on electronic mail marketing? The rules on electronic mail marketing are in regulation 22. they have specifically consented to electronic mail from you; orthey are an existing customer who bought (or negotiated to buy) a similar product or service from you in the past, and you gave them a simple way to opt out both when you first collected their details and in every message you have sent. You must not disguise or conceal your identity, and you must provide a valid contact address so they can opt out or unsubscribe. For further information, see our guidance on direct marketing. What is a ‘soft opt-in’? No. Related: