The Fundraising Regulator has today published a guide to help charities to comply with the recently introduced charitable purposes soft opt-in rules.
Introduced as part of the Data (Use and Access) Act 2025 on 5 February, soft opt-in rule changes have previously been estimated to raise an extra £290m per year for the charity sector.
The rules now allow charities to send electronic mail marketing about their charitable purposes without the recipient’s consent, provided that they meet particular legal requirements.
The Fundraising Regulator’s guide includes examples of how charities can use their new powers lawfully and responsibly, and aims to help them consider if using soft opt-in methods is right for them, their supporters, and beneficiaries before implementing them.
It recommends that charities assess the potential impact of sending marketing to recipients, carry out legitimate interest assessments, review their data policies and processes, making sure relevant staff and volunteers are trained in the new provision, and regularly monitor their use of the new capabilities to ensure compliance.
The regulator’s guide is intended to complement the Information Commissioner’s Office’s guidance published in April this year.
Gerald Oppenheim, chief executive of the Fundraising Regulator, said: “Our new guide is designed to help charities navigate these changes confidently and responsibly.
“It reinforces the importance of fundraising that is legal, open, honest and respectful, while providing practical information about fundraising marketing and the standards we expect organisations to meet.
“Charities should use the guide alongside the Information Commissioner’s Office regulatory guidance and seek specialist advice where appropriate.”
Meanwhile, the Data Protection Officer (DPO) Centre recently opened a short survey asking charities how confident they feel using the new soft opt-in rules, which runs until 17 July.
Separately, guidance commissioned by Arts Council England has been published to support fundraising governance and decision-making in arts and culture organisations.
