Summary: Email marketing in the UK is governed by UK GDPR and PECR. Here is how to build a list and send campaigns that respect the rules.
UK businesses sending marketing emails need to follow both the UK GDPR and the Privacy and Electronic Communications Regulations (PECR). This is general guidance, not legal advice.
Consent for individuals
Marketing emails to individuals generally need clear, opt-in consent. Pre-ticked boxes do not count.
The soft opt-in
Existing customers may receive marketing about similar products if they were given a chance to opt out when their details were collected and in every message.
Business contacts
Rules for corporate subscribers differ, but you must still identify yourself and offer an easy opt-out.
Good practice
- Record when and how consent was given
- Make unsubscribing simple
- Keep your list clean
- Authenticate your domain with SPF, DKIM and DMARC
FAQs
Can we buy email lists?
Bought lists rarely meet consent requirements and harm deliverability.
Do we need a privacy notice?
Yes, explain how you use personal data.
Who regulates this?
The Information Commissioner's Office (ICO).
