'Soft opt in'
You must not send marketing emails or texts to individuals without specific consent. There is a limited exception for your own previous customers, often called the ‘soft opt-in’.
This term is sometimes used to describe the rule about existing customers. If an individual bought something from you recently, gave you their details, and did not opt out of marketing messages, they are probably happy to receive marketing from you about similar products or services even if they haven’t specifically consented. However, you must have given them a clear chance to opt out – both when you first collected their details, and in every message you send.
Further guidance on electronic mail marketing and the ‘soft opt-in’ can be found on our website