Fundraising Technology · Policy · Country: United Kingdom
UK charities gain a soft opt-in route for digital supporter messages
New ICO guidance explains when charities can email, text or direct-message previous supporters without fresh consent, subject to strict notice and opt-out safeguards.
By NGO Tech News desk5 min read
United KingdomDigital fundraisingDirect marketingConsent
Editorial illustration of charity communications governed by clear choice and opt-out controls.
The UK Information Commissioner's Office has issued final guidance on a new charitable-purposes soft opt-in. Since 5 February 2026, eligible charities can in some circumstances send electronic marketing to people who previously expressed interest or support without obtaining separate consent.
The route is conditional
The organisation must have collected the contact details itself, the message must further its charitable purposes, and the person must have had a clear opportunity to refuse both when details were collected and in every later message.
CRM evidence matters
A charity relying on the route needs to record when and how the relationship began, which notice was shown, whether an objection was made and which channels are permitted. Old or purchased lists do not become eligible simply because the sender is a charity.
Treat the exemption as a controlled workflow
Teams should separate consent from soft-opt-in records, test suppression across email, SMS and social tools, minimise profiling and monitor complaints. Legal eligibility does not remove the need for respectful frequency and relevance.
