In a recent WIRED article, Mishcon de Reya Data Protection Advisor Jon Baines explains why you may be receiving emails asking for marketing permissions. The majority of emails cite the General Data Protection Regulation (GDPR), which comes into force on 25 May 2018, and will introduce changes to how business and organisations should legally handle personal data.
Jon Baines commented on why the GDPR may not, in fact, be the singular cause for increased permission emails: "In the UK it has been the law since 2003 that you can only send a marketing email to an individual recipient when they have consented to receive it or you have an existing customer relationship with them, and have offered them the opportunity to opt out."
He continued that awareness has been amplified due to the nearing deadline of the GDPR legislation: "increased awareness around the fact that sending marketing emails requires either the consent of the recipient or an existing customer relationship".
Read the full article here.