What changed
The ICO’s updated electronic-mail guidance explains the charitable-purposes soft opt-in. Eligible charities must satisfy its own conditions; permission cannot be assumed merely because a message supports a good cause.
Action for your organisation
Separate the charity route from the products-and-services route in marketing records. Check how details were obtained, the permitted purpose and the opt-out offered at collection and in every message.
Identify the route for each list
Distinguish the charitable-purposes route from the products-and-services soft opt-in and consent. Document the original collection context, the recipient category and the permitted purpose.
Preserve the opt-out evidence
Keep records of the information and refusal opportunity given at collection and in each message. Maintain suppression records so an unsubscribe is respected in future campaigns and imports.
Check suppliers and bought-in lists
Do not assume a supplier’s statement establishes permission for your organisation. Trace the actual wording, organisation named and scope. Use the marketing checklist to record a reasoned decision.
Put it into practice
Use the relevant topic guide to review the legal conditions, then capture the decision in the working registers. Assign an owner and review the implemented process, not just the wording of the policy.
Official sources
Original explanatory briefing prepared with AI-assisted source comparison. No independent human legal review or regulatory endorsement is claimed.