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There is much confusion over the legality of email marketing campaigns. Current UK Government guidelines state that ‘’The rules on emails don't apply to emails sent to organisations, though you must still identify yourself and provide an address’ The full guidelines are quoted below:
“The most important thing to remember is that you can only carry out unsolicited electronic marketing if the person you're targeting has given you their permission.
However, there is an exception to this rule. Known as the 'soft opt-in' it applies if the following conditions are met;
where you've obtained a person's details in the course of a sale or negotiations for a sale of a product or service;
where the messages are only marketing similar products or services; and
where the person is given a simple opportunity to refuse marketing when their details are collected, and if they don't opt out at this point, are given a simple way to do so in future messages.
When you send an electronic marketing message, you must tell the recipient who you are and provide a valid contact address.
The rules on emails don't apply to emails sent to organisations, though you must still identify yourself and provide an address.”
The email addresses in our database are emails of organisations and thus fulfil the soft opt-in criteria.
Emails are mainly generic. Contact names can be merged into emails depending on your software.
Current UK Legislation
Using the database for email campaigns
If you are new to email advertising we will help to clarify the process and explain some of the current legislation.
The link to the Information Commissioner’s Office as shown above was updated on 14th July 2017 to give information regarding the forthcoming new EU General Data Protection Regulation legislation. The update of that date still includes the above wording.
New GDPR Legislation effective from 25th May 2018