What permissions are required for a marketer to send an email marketing message to a consumer in the EU?
What permissions are required for a marketer to send an email marketing message to a consumer in the EU?
In the EU, under the General Data Protection Regulation (GDPR) and the ePrivacy Directive, it is generally required that marketers obtain prior opt-in consent from consumers before sending them email marketing messages. This means that consumers must give explicit permission before they can be targeted for marketing emails, unless they are already customers. This ensures that the consumer has knowingly provided their consent to receive such communications, which is crucial for compliance with EU regulations.
Article 21. 2. Where personal data are processed for direct marketing purposes, the data subject shall have the right to object at any time to processing of personal data concerning him or her for such marketing, which includes profiling to the extent that it is related to such direct marketing.