What laws apply to B2B cold email (EU, UK, US, Canada, Brazil)?
B2B cold email rules vary significantly by jurisdiction:
United States: CAN-SPAM applies equally to B2B and B2C. No consent required, but compliance requirements apply (identification, opt-out, physical address).
European Union: GDPR applies to personal data processing. The ePrivacy Directive allows member states to permit unsolicited B2B marketing. Implementation varies: Germany is strict; UK (when in EU) was more permissive.
United Kingdom: PECR distinguishes between corporate subscribers (unsolicited B2B permitted) and individual subscribers (consent required). Sending to info@company.com differs from jane.smith@company.com.
Canada: CASL applies to all commercial electronic messages. B2B doesn't get special treatment. Limited implied consent for conspicuous business addresses where the message relates to their role.
Brazil: LGPD (Lei Geral de Proteção de Dados) requires legitimate basis for data processing. Consent or legitimate interest may apply, similar to GDPR structure.
Consult qualified legal counsel for specific guidance on your target markets.
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