Marketing Consent and PECR
Electronic marketing — emails, texts and automated calls — is governed not only by the UK GDPR but also by PECR, the Privacy and Electronic Communications Regulations. Together they set the rules on who you can contact and how.
This is general guidance to keep your marketing on the right side of the line.
The General Rule
For most direct electronic marketing to individuals you need their consent before you contact them. The exception is the 'soft opt-in' for existing customers, covered in its own article.
Good Practice
- Use clear opt-in wording at the point of sign-up.
- Keep marketing consent separate from other terms.
- Include an easy unsubscribe in every message.
- Honour opt-outs promptly and permanently.
Business-to-Business Nuances
Rules differ slightly for marketing to corporate subscribers, but you must still respect opt-outs and identify yourself clearly. Treat individual contacts at those businesses with care.
Frequently Asked Questions
Can I email a list I bought?
Bought lists rarely carry valid, specific consent for you to email, so this is high-risk and best avoided.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.