UK email marketing is affected by PECR and, where personal data is used, UK data-protection law. The correct route depends on who you are contacting and why.
Do not assume one rule fits every address
PECR treats corporate subscribers differently from individual subscribers such as sole traders and some partnerships. Even where PECR consent is not required for a corporate subscriber, you still need to identify yourself, provide a valid opt-out route and consider data-protection requirements where personal data is involved.
For consumer/individual subscriber email
Unsolicited electronic-mail marketing generally needs consent unless a valid exception such as the applicable soft opt-in requirements can be relied on.
Practical checklist
- Record where the contact came from.
- Know which audience type you are contacting.
- State who the email is from.
- Make marketing identifiable.
- Make unsubscribing simple.
- Keep suppression records so opted-out people are not accidentally re-added.
This guide is general marketing information, not legal advice. Assess the actual campaign and current ICO guidance before sending.
Sources reviewed: ICO guidance on direct marketing using electronic mail, updated 28 April 2026; ICO B2B marketing guidance. Last reviewed September 2026.