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UK direct marketing: ICO practical examples for compliance with UK GDPR and PECR 2003: consent, soft opt-in, service messages, B2B, refer-a-friend, suppression and rights

Practice notes
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This Practice Note

This Practice Note is for private-sector commercial organisations in the UK and compiles direct marketing examples provided by the Information Commissioner’s Office (ICO). These are sourced from the ICO’s:

  • Direct marketing guidance
  • Guidance on direct marketing using live calls
  • Guidance on direct marketing using electronic mail
  • Guidance on business-to-business marketing
  • Guidance on Direct marketing and regulatory communications
  • Guidance on Lawful basis—Consent

Examples are grouped by theme—what counts as direct marketing, soft opt-in, refer-a-friend and consent—covering common scenarios.

If your plans align with an example, you can quickly judge likely compliance with the UK General Data Protection Regulation (UK GDPR), Assimilated Regulation (EU) 2016/679 and the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR 2003), SI 2003/2426.

The UK GDPR is the main data protection law in the UK—see Practice Note: UK GDPR—the basics—supplemented by the Data Protection Act 2018 (DPA 2018). It applies to any marketing that processes personal data...

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Web page updated on 22/05/2026

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