Mishcon de Reya Legal Director Nina O'Sullivan last night featured on BBC News at Six and News at Ten talking about the GDPR, coming into effect today, 25 May. In particular, she discussed those emails that seek fresh consent to receive marketing materials.
"In many cases [these consent emails] are not necessary. There is a rule that if you are sending unsolicited direct marketing by email or text to an individual, you do need their consent to do so.
However in many cases individuals will have already given that consent. And also businesses can rely on something called the 'soft opt in', and that means they can continue to send marketing messages to existing customers in respect of similar goods and services, provided they give them the opportunity to opt out."
Watch the full GDPR package here from 24:56 (clip expires 22.30 on 25/05).
For more information on this issue see this City A.M. article and this piece in Wired.