The General Data Protection Regulation (GDPR), the European Union’s new privacy law, comes into effect on May 25th, 2018
One of the major areas being refined, and the one of most concern to email marketers, is how to get consent for further communications. Consent is one of the grounds for lawfully processing personal data under the current Data Protection Act 1998 and will remain so under the General Data Protection Regulation (GDPR).
The practices surrounding it will be tightened and so you need to act now to ensure your data is compliant. Essentially, if you cannot prove recipients have opted in under GDPR conditions (even if opt-in was received before the law came into force) then consent can not be used as your basis for processing data. You can repermission recipients before May 25th.