Consent is the default requirement
Without consent or an applicable exception, sending electronic marketing to an individual breaches PECR.
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ELECTRONIC MARKETING RULES
PECR Rules for Car Dealership Lead Reactivation
Email and SMS marketing to individuals is separately regulated under the UK Privacy and Electronic Communications Regulations (PECR), on top of GDPR. Generally, electronic marketing to an individual needs specific consent, unless the soft opt-in exception applies.
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WHAT THIS COVERS
The framework, explained plainly.
The soft opt-in is narrow, not automatic
It only applies under specific conditions, covered on our soft opt-in page, and does not cover bought-in lists or people who never bought from you.
Opt-out must be genuinely available
Every marketing message needs a clear way to opt out, and any opt-out has to be respected immediately.
COMMON QUESTIONS
Before we talk.
Does PECR apply to phone calls as well as email and SMS?+
PECR covers electronic marketing broadly, and live and automated calls have their own separate rules, including Telephone Preference Service screening. We agree the right channel and rules for each segment during discovery.
What happens if the soft opt-in does not apply to a record?+
Then specific consent is needed before electronic marketing can be sent to that individual, per PECR regulation 22.
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