New Europe-wide regulations are arriving in a year or so…
This will have enforceable impact on any company sending marketing emails to or within the EU. Enforceable as in these are EU regulations, not directives, and there are potentially very large fines at stake.
Main points I can see
- opt in must be explicitly requested by the customer (no auto-optins or pre-check consent boxes) and
- the marketing company must keep proof of this consent.
A good in-depth article what GDPR law means for email marketers on Litmus. Where else. (Love you guys). (Gush.)