The rule.
“where the identity of the person on whose behalf the communication has been sent has been disguised or concealed”
Verbatim extract, read on 4 November 2026 from the source below. Everything else on this page is NorthPoint’s plain-English reading.
What it requires.
- (a) no disguising or concealing the person on whose behalf the email is sent; (b) a valid address to which the recipient can send a request to stop.
- (c) no email that contravenes regulation 7 of the Electronic Commerce (EC Directive) Regulations 2002, and (d) none that encourages recipients to visit websites that contravene it.
Who it applies to.
Anyone transmitting or instigating direct-marketing email in the UK — whether to individuals or to companies.
Common violations in marketing copy.
'Weekly Crypto Brief' paid by an exchange that is never named
The person on whose behalf it is sent is concealed.
Unsubscribe link that returns an error page
No valid address for a stop request.
Non-compliant vs compliant.
“From: Weekly Alpha <hello@weekly-alpha.example> (paid for by [Exchange], not disclosed)”
“From: [Exchange] <news@[exchange-domain]>. Sent by [legal entity], [address]. Unsubscribe: [link].”
The European Union counterpart.
ePrivacy Art. 13(4): sender identity and a working opt-out →
Side by side: Email marketing consent: EU ePrivacy vs UK PECR
Related rules.
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ePrivacy Directive Article 13(4) · European Union
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PECR regulation 22(2) · United Kingdom
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PECR regulation 22(3) · United Kingdom
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Privacy and Electronic Communications (EC Directive) Regulations 2003.
Source.
| Instrument | The Privacy and Electronic Communications (EC Directive) Regulations 2003 (SI 2003/2426) |
|---|---|
| Provision | PECR regulation 23 |
| Primary source | https://www.legislation.gov.uk/uksi/2003/2426/regulation/23 |
| Official text | https://www.legislation.gov.uk/uksi/2003/2426/contents |
| Read from | legislation.gov.uk, revised text |
| Checked |
This page is general, sourced information for marketing teams, not legal advice. The examples are written by NorthPoint to illustrate the rule; for a binding view on your own promotion, retain qualified counsel in the jurisdiction concerned.