Can I use email addresses for advertising purposes?
June 25, 2023 | 50,00 EUR | answered by Babette Krüger
Dear Sir or Madam,
My name is Tatiana Ehlert and I am the owner of a small business that distributes products in the health and wellness sector. Lately, I have been considering starting an email marketing campaign to inform my customers about new products and offers. For this, I would like to use email addresses that I have received from my customers when placing orders.
However, I am unsure if I am allowed to use these email addresses for advertising purposes. I want to make sure that I comply with data protection regulations and avoid any legal issues. I have done some research already, but I am still unsure if I can use the email addresses without the explicit consent of my customers.
Could you please help me and let me know if it is legally permitted to use email addresses for advertising purposes if they were obtained as part of an order? Are there specific requirements or guidelines that I need to follow to stay on the safe side? What are the alternatives to inform my customers about new products without violating data protection regulations?
Thank you in advance for your assistance and I look forward to your response.
Kind regards,
Tatiana Ehlert
Dear Mrs. Ehlert,
Thank you for your inquiry regarding the use of email addresses for advertising purposes in the context of your marketing campaign. It is important that you familiarize yourself with the applicable data protection regulations to ensure that you do not encounter any legal issues.
In principle, the use of email addresses for advertising purposes is only allowed if the individuals concerned have expressly consented (so-called double opt-in procedure). This means that your customers must actively agree to allow you to use their email address for advertising purposes. Simply providing an email address as part of an order is not sufficient to give such consent.
Therefore, if you wish to conduct email marketing, you should explicitly ask your customers for their consent. This can be done, for example, through a registration form on your website or during the ordering process. You should ensure that the consent is voluntary, informed, and unambiguous. Furthermore, you should give your customers the opportunity to revoke their consent at any time.
If you have not obtained explicit consent from your customers, you are not allowed to use their email addresses for advertising purposes. However, there are alternative ways to inform your customers about new products without violating data protection regulations. One option could be, for example, using social media platforms or sending print mailings to your customers.
It is important that you always comply with the applicable data protection regulations to avoid fines and legal consequences. If you have any further questions or need legal advice, I am at your disposal.
Best regards,
Babette Krüger
