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ARTICLE · 08 MAY 2026

The Charitable Purposes Soft Opt-in – ICO Issues Updated Direct Marketing Guidance

Lewis Silkin
Lewis Silkin
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On 28 April 2026, the ICO published updated guidance on direct marketing using electronic mail to explain how charities can use the new "charitable purposes soft opt-in", which came into...

United KingdomPrivacy
Mark Hersey
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On 28 April 2026, the ICO published updated guidance on direct marketing using electronic mail to explain how charities can use the new "charitable purposes soft opt-in", which came into force on 5 February 2026 as part of the Data (Use and Access) Act 2025 (DUAA). Charities looking to adopt this new route to contacting supporters should review the guidance carefully to understand the nuances, including the distinction and interplay between this new opt-in and the existing 'commercial purpose' soft opt-in, and the practical measures the ICO expects to see.

What is the charitable purposes soft opt-in?

The charitable purposes soft opt-in is one of two "soft opt-in" exceptions under the Privacy and Electronic Communications Regulations 2003 (PECR) that allow organisations to send unsolicited electronic mail marketing, including emails, texts and direct messages on social media, to individuals without first obtaining their consent. While the existing products and services soft opt-in

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