ICO launches consultation on charitable purpose soft opt-in
16/10/2025 | ICO
The Information Commissioner's Office (ICO) has launched a consultation on how charities can lawfully use the new charitable purpose soft opt-in under the Data (Use and Access) Act 2025 (DUA Act), which comes into effect in January 2026. The legislative amendment will enable charities to send electronic direct marketing messages, such as emails and texts, to individuals who have expressed an interest or offered support, without requiring explicit prior consent for marketing.
While the measure is intended to help the third sector raise vital funds, it will not apply to supporters already on existing databases. Charities must also ensure that clear opt-out options are provided when personal information is first collected and in every subsequent communication.
The ICO is advising charities to prepare now by updating their privacy notices, ensuring staff are adequately trained, and implementing separate lists for individuals on pre-existing consent databases and those who will be contacted using the new soft opt-in.
The consultation closes on 27 November.
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