ICO (UK) - Allay Claims Ltd

The controller claimed it relied on the soft opt-in in Regulation 22(3) of the Privacy and Electronic Communications Regulations 2003 (PECR), where an organisation may send direct marketing communications to its customers even if they did not specifically consent to electronic mail. However, only the organisation that collected the contact details can rely on the soft opt-in rule. The controller claimed it relied on the soft opt-in in Regulation 22(3) of the Privacy and Electronic Communications Regulations 2003 (PECR), where an organisation may send direct marketing communications to its customers even if they did not specifically consent to electronic mail. However, only the organisation that collected the contact details can rely on the soft opt-in rule. The controller therefore argued that it did not require the consent of the individuals for such direct marketing messages. It further argued that the recipients of the messages were previous Allay customers.The controller therefore