Answer
Yes. In the UK you can usually send B2B marketing emails to corporate subscribers, such as limited companies and LLPs, without prior consent, provided you identify yourself and offer a simple way to opt out. Sole traders and most partnerships are treated like individuals and generally need consent. UK GDPR still applies to named business email addresses.
The short answer
B2B cold email is legal in the UK in many circumstances, but the rules depend on who you are emailing. Two laws apply: the Privacy and Electronic Communications Regulations (PECR), which govern electronic marketing, and UK GDPR, which governs how you handle personal data.
Corporate vs individual subscribers
| Recipient type | Examples | Consent needed for marketing emails under PECR? |
|---|---|---|
| Corporate subscriber | Limited companies, LLPs, Scottish partnerships, government bodies | Generally no, but you must identify yourself and offer an opt-out |
| Individual subscriber | Sole traders, partnerships outside Scotland, personal email addresses | Generally yes, unless the soft opt-in applies |
What you must always do
- Identify yourself clearly as the sender
- Provide a valid contact address and an easy way to opt out
- Honour opt-outs promptly and keep a suppression list
- Never disguise or conceal who the email is from
Where UK GDPR comes in
A named business email address, such as a person's first and last name at a company domain, is personal data. That means UK GDPR applies even when PECR consent is not required. In practice:
- You need a lawful basis, usually legitimate interests, supported by a documented legitimate interests assessment
- Your outreach should be relevant to the recipient's role
- You must tell people how you obtained their data and how to object, typically in your first email or privacy information
- You must keep data accurate, secure and only as long as necessary
Generic addresses such as info@ are less likely to be personal data, but PECR rules on identification and opt-out still apply.
Higher penalties since 2026
The Data (Use and Access) Act 2025 raised the maximum penalties for PECR breaches to align with UK GDPR levels, up to £17.5 million or 4% of global turnover, whichever is greater. Most cases do not attract maximum fines, but the change signals tougher enforcement.
Practical checklist for UK B2B cold email
- Confirm each recipient is a corporate subscriber, or that you have consent
- Complete and keep a legitimate interests assessment
- Target recipients whose role makes your message relevant
- Identify yourself and include a simple opt-out in every email
- Explain how you got their details and link to your privacy notice
- Suppress anyone who opts out, permanently
- Keep records of your approach
Related reading
For writing and deliverability, see our guide to cold email that gets replies.
This page provides general information, not legal advice. For decisions about your specific situation, consult a qualified adviser or the ICO's guidance.
Frequently asked questions
Do I need consent to email a limited company in the UK?
Generally no, under PECR. Limited companies, LLPs, Scottish partnerships and government bodies are corporate subscribers, so the consent rule for marketing emails does not apply. You must still identify yourself and provide a valid opt-out.
Can I email sole traders without consent?
Generally no. Sole traders and partnerships outside Scotland are treated as individual subscribers under PECR, so you usually need consent or must meet the soft opt-in conditions.
What are the penalties for breaking PECR?
Following changes made by the Data (Use and Access) Act 2025, maximum PECR fines were raised to align with UK GDPR levels: up to £17.5 million or 4% of global annual turnover, whichever is greater.