Compliance
Can financial services firms send cold email in the UK?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
Can financial services firms send cold email in the UK?
Cold email to sole traders and limited-company contacts is permitted under PECR for B2B, but consumer cold email requires soft opt-in or consent.
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PECR 22/23 summary
- B2B to limited companies: permitted with suppression mechanism
- B2B to sole traders/partnerships: treated like consumer, needs consent
- Consumer: needs consent or soft opt-in (existing customer + similar product)
Financial services overlay
All content must still be compliant as a financial promotion (s21) if it invites engagement with investment activity.
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