Set by the law · ePrivacy Directive Art. 13(1)
Unsolicited communications (direct marketing by email, SMS, calls)
In plain English
Direct marketing by automatic calling machines, fax or electronic mail needs prior consent. For other unsolicited marketing, each EU country chooses between requiring consent and allowing it unless people say they do not want it.
The official text
The use of automated calling and communication systems without human intervention (automatic calling machines), facsimile machines (fax) or electronic mail for the purposes of direct marketing may be allowed only in respect of subscribers or users who have given their prior consent.
Member States shall take appropriate measures to ensure that unsolicited communications for the purposes of direct marketing, in cases other than those referred to in paragraphs 1 and 2, are not allowed either without the consent of the subscribers or users concerned or in respect of subscribers or users who do not wish to receive these communications
Related
The official text is quoted word for word from the English version of the source named under it; only the version published in the Official Journal of the EU is legally binding. The plain-English line is Fino’s own summary, not legal advice.