Change is on the horizon for how charities communicate with their supporters: Janine Regan, Liz Gifford & Courtney Benard set out practical steps to take now
- A new amendment to the Data (Use and Access) Bill introduces a ‘soft opt-in’ exemption for UK charities, allowing them to send direct marketing emails to supporters without prior opt-in consent, aligning them with commercial entities.
- While welcomed by the sector, the change follows past scrutiny over intrusive fundraising practices. Regulators and stakeholders stress the need for careful, ethical implementation, especially for vulnerable individuals.
- Charities should update privacy notices, segment supporter databases, and conduct legitimate interest assessments to ensure lawful use of the exemption, while awaiting further guidance.
The charity sector has welcomed the government’s adoption of a key amendment to the Data (Use and Access) (DUA) Bill. The approved amendment, put forward by Labour peer Lord Vallance of Balham and sponsored by Lord Clement-Jones, will enable charities to send direct marketing electronic communications directly to supporters of their cause without obtaining the opt-in consent of
