Definition
The UK PECR (Privacy and Electronic Communications Regulations) sets the rules for electronic marketing in the UK, working alongside the UK GDPR. For consumers, direct-marketing email generally requires consent before sending.
PECR provides a 'soft opt-in' that lets you email existing customers about similar products or services without fresh consent if they gave their details when buying and were given an opt-out at the time. Every marketing message must still offer a clear, working unsubscribe.
Aside from consent, PECR requires accurate sender identification. Even the soft opt-in does not remove the need for a straightforward opt-out on every message. Comply with both PECR and the UK GDPR where they overlap.
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Related Glossary Terms
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
Anonymized Data
Anonymized data is email subscriber or interaction data that has been stripped of personally identifiable information so individuals cannot be re-identified.
Australia Spam Act 2003
The Australian Spam Act 2003 bans unsolicited commercial email, requiring consent, accurate sender information and a clear, working unsubscribe facility on every message.
Brazil LGPD Email Marketing
Brazil's LGPD regulates personal data use for marketing, requiring a legal basis such as consent or legitimate interest, plus transparency and clear opt-out in email campaigns.
CAN-SPAM Act
The CAN-SPAM Act is a US law that sets rules for commercial email. It requires accurate subject lines, a physical address, a clear opt-out mechanism, and prompt processing of unsubscribes. Violations can result in penalties up to $51,744 per email.
Canada CASL Guide
CASL (Canada's Anti-Spam Legislation) requires express or implied consent, clear identification, and a functioning unsubscribe mechanism before sending commercial electronic messages to Canada.
Frequently Asked Questions
The soft opt-in lets you email existing customers about similar products or services without fresh consent, if they gave your details when buying and got an opt-out then.
For consumers, yes generally. The soft opt-in is a specific exception for existing customers bought from similar products, and it still requires an opt-out.
PECR focuses on electronic marketing rules (consent for marketing messages), while the UK GDPR covers data protection. Both apply to UK email marketing and must be met together.