ICO Publishes Soft Opt-in Electronic Marketing Guidance for United Kingdom Charities

Short summary

The UK's ICO has published guidance on a new soft opt-in rule (effective February 2026) allowing charities to send electronic marketing to supporters who've expressed interest without explicit consent. Charities must provide opt-out opportunities, limit messages to their own work, and collect details directly. Unsubscribe links and immediate opt-out respect are required.

• •UK ICO publishes soft opt-in guidance for charities effective February 2026
• •Allows electronic marketing to interested supporters without explicit consent
• •Requires opt-out mechanisms, direct contact collection, and unsubscribe links

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