Objectives of knowledge management

2 
Is an ‘opt-in’ regime.
The law applies to ‘unsolicited communications’ (22(1)) and 
was introduced with a view to reducing spam, although its impact will be limited on 
spammers beyond Europe. The recipient must have ‘previously notified the sender 
that he consents’ (22(2)) or has proactively agreed to receive commercial email. This 
is 
opt-in
. Opt‑in can be achieved online or offline through asking people whether 
they want to receive email. Online this is often done through a tick box. In fact, the 
PECR law does not mandate a tick box option (except for receiving communica‑
tions from third parties) provided consent is clearly indicated, such as by pressing a 
button.
The approach required by the law has 
been used by many organisations for some 
time, as sending unsolicited emails was 
thought to be unethical and also not in the 
best interests of the company because of the 
risk of annoying customers. In fact, the law 
conforms to an established approach known 
as ‘