PECR or Privacy and Electronic Communications Regulations
The bill has been in effect since March 29, 2019.
One of the key tenets of this legislation upholds that it is unlawful to send someone direct marketing if they have not specifically granted permission (via an opt-in agreement) in the absence of a previous relationship between the parties. Organizations cannot merely add people's details to their marketing database and offer an opt out after they have started sending direct marketing. For this reason, the regulations offer increased consumer protection from direct marketing.
The regulations can be enforced against an offending company or individual anywhere in the European Union. The Information Commissioner's Office has responsibility for the enforcement of unsolicited emails and considers complaints about breaches. A breach of an enforcement notice is a criminal offence subject to a fine of up to £500,000, depending on the circumstances.