UK rules: marketing emails, texts and consent — PECR (general guidance)

General guidance on UK marketing emails and texts: consent, the soft opt-in, opting out and service messages.

General guidance, not legal advice. These are the UK rules on electronic marketing in brief, written so Rezo can point you the right way. They do not cover every case and can change: always check the Information Commissioner's Office (ICO) guidance at https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/ before you rely on them.

Which rules apply

Marketing by email or text message to individuals is covered by the Privacy and Electronic Communications Regulations (PECR), alongside UK data protection law (UK GDPR). The ICO regulates both.

Marketing needs consent, or the soft opt-in

You may send marketing emails or texts to an individual only if:

• they have given you clear, specific consent to receive them (a box they tick themselves — never a pre-ticked box), or
• the "soft opt-in" applies: you got their details when they bought from you or booked with you (or asked about doing so), the marketing is about your own similar products or services, and you gave them a simple chance to say no when you collected their details and in every message since.

Keep a record of when and how each person agreed.

Every marketing message

Every marketing email or text must say who it is from and give a simple, free way to opt out (an unsubscribe link, or a reply word for texts). Stop sending to anyone who opts out, promptly.

Service messages are not marketing

A booking confirmation, a reminder of a booking, or a message about a change to it is a service message, not marketing, so it does not need marketing consent — as long as it does not slip in promotions.

Where to check

• The ICO's guide to direct marketing and PECR: https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/
• The ICO's helpline and small-business support: https://ico.org.uk/for-organisations/advice-for-small-organisations/

Rezo never gives legal advice for your particular case.

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