A01 chaf6542 06 se fm indd

Applies to consumer marketing using email or SMS text messages. 22(1) 

applies to ‘individual subscribers’, which currently means consumers, although the 

Information Commissioner has stated that this may be reviewed in future to include 

business subscribers as is the case in countries such as Italy and Germany.

Although this sounds like great news for business‑to‑business (B2B) market‑

ers, it could be dangerous. The Advertising Standards Agency found against a B2B 

organisation which had unwittingly emailed consumers from what they believed was 

a list of B2B customers.