PECR

PECR is the UK rulebook covering electronic marketing — email, SMS, telephone and cookies — sitting alongside the GDPR rather than replacing it. Its practical effect is that direct electronic marketing to individuals generally needs consent, with a narrow exception often called the soft opt-in for people who bought something similar from you and were given a clear chance to refuse at the time. Every message must still carry a simple opt-out, and that route has to keep working.