What changed
The ICO confirmed new flexibility for charities under the soft opt-in rules for electronic marketing. Charities can now email, text and message supporters without prior consent under a new charitable purposes soft opt-in, where the relevant requirements are met.
This change is intended to support fundraising and supporter engagement, but it does not give charities a free route to contact anyone. The rules still require care, clear opt-out routes, and good records showing why the soft opt-in can be relied upon.
What is the charity soft opt-in?
In simple terms, the charity soft opt-in is a limited route that may allow charities to send certain electronic marketing messages to supporters without fresh consent, provided the contact details were collected in the right way and the person was given a clear opportunity to opt out.
Why this matters
For charities, this may make some supporter communications easier to manage, especially where people have already shown support and provided their contact details directly. However, it also creates a risk that teams may overuse the change or treat it as broader than it is.
Charities still need to think carefully about PECR, UK GDPR, transparency, consent records, suppression lists and whether the communication genuinely fits the charitable purposes soft opt-in. For wider updates across privacy, marketing and data protection, see our Regulatory Updates page.
What organisations should do
Charities should review supporter communication processes before relying on the new soft opt-in route.
- Check whether contact details were collected directly from the supporter in a way that allows the charity soft opt-in to apply.
- Review donation forms, event forms, sign-up journeys and supporter communications for clear opt-out wording.
- Make sure suppression lists and unsubscribe processes are accurate and consistently applied.
- Train fundraising and marketing teams on when the charity soft opt-in can and cannot be used.
- Keep records showing the route relied upon for each type of electronic marketing communication.
Practical takeaway
The charity soft opt-in may be helpful, but it should not be treated as a blanket permission to contact supporters. Charities should review how supporter details are collected, how opt-outs are offered, and how marketing decisions are recorded.
Grounded in
ICO April 2026 update on new flexibility for charities under the charitable purposes soft opt-in, together with ICO guidance on electronic mail marketing, PECR and soft opt-in requirements.
Sources
- Information Commissioner’s Office: charities given new flexibility to contact supporters under data law change , 28 April 2026.
- Information Commissioner’s Office: guidance on complying with PECR electronic mail marketing rules .