E-mail B2B/B2C

B2B & B2C

Direct marketing mails may be sent without consent to individuals and organisations unless the email address is registered on the marketer’s internal Do Not Contact list, or on the general Do Not Contact Database of the Direct Marketing Association (DMA). The DMA Database is only accessible to DMA members.


Once POPIA is fully in force, it will not be permissible to send direct marketing e-mails to individuals, or corporate subscribers without their consent, unless data subjects are customers of the direct-marketers and:

  • Their contact details have been obtained in the context of the sale of a product or service;
  • They are marketed to for the purpose of marketing the marketer’s own similar products and services;
  • They have been given a reasonable opportunity to object, free of charge and in a manner free of unnecessary formality, to the use of their contact details at the time the information was collected and on the occasion of each communication with the data subject for the purposes of marketing.

Finally, it is not possible to send direct marketing mails to individuals and organizations if they have registered on the DMA National OPT OUT Database