The Information Commissioner’s Office (ICO) has opened a consultation on its guidance for how charities can use new rules that allow greater use of electronic marketing when engaging with supporters.
From January, charities will be able to send direct marketing emails and texts to people who have shown interest in their organisation without prior consent, providing they meet necessary requirements. These “charitable purpose soft opt-in” powers, introduced as part of the Data (Use and Access) Act 2025, are intended to help charities to stay in touch with supporters but they will not apply to people on existing databases. Read more here.