Direct Marketing Consent Check (UK)

What is this?

A direct-marketing-consent review usually looks at the wording shown at sign-up, the user's action, channel-specific permissions, suppression records, and later marketing use. The key issue is whether the business can prove a lawful basis for the marketing actually carried out.

Relevant law often includes the UK GDPR, PECR, ICO direct-marketing guidance, and the actual sign-up and campaign records used by the business.

Key legal requirements

• the sign-up wording, consent mechanism, identity of the sender, and marketing channels should be documented clearly
• the business should be able to show what the person agreed to and when, including any opt-out or suppression changes
• the campaign activity should match the lawful basis, audience scope, and channel permissions recorded
• privacy notices, CRM records, and outbound communications should not contradict one another

Why this matters

Marketing compliance often fails not because consent was never sought, but because the evidence trail cannot prove what was actually agreed.

Next step with VetroCheck

Use the Direct marketing consent agent if you want a structured review of sign-up language, CRM evidence, and campaign alignment.

Compliance note

This glossary content is provided for informational and educational purposes only. It does not constitute formal legal advice, does not create a solicitor-client relationship, and should be checked against current legislation, official guidance, and the facts of the specific case.