If you require assistance with executing prize promotions in Europe, please get in touch, we’d be happy to help.
When running a competition/contest or prize draw/sweepstake where emails are sought for marketing or ongoing promotional purposes, it’s important to understand what rules are required in European countries under GDPR. It is not the case that all EU countries have identical rules as the domestic interpretation of the GDPR regulation can differ by country. Obtaining email opt-ins is an obvious consideration in many prize promotions, be they free to enter or purchase necessary, but it’s vital, particularly if you are operating across multiple countries on a campaign, to ensure that the rules around opt-ins (i.e. the permission given by the user or customer) are correct in the territory. Data protection is a valuable part of the prize promotion compliance process. Please find a table with the rules for each country below. First though, a breakdown of terminology:
Email Opt-in Definitions
1st Party
The same party who collects the data sends the marketing communications.
3rd Party
One party collects the data and passes it to another party who sends the marketing communications.
B2C
Business-to-consumer. A business sells products or services directly to the end user (an individual, not a business), who buys them for personal use.
B2B
Business-to-business. A transaction between two businesses, rather than between a business and an individual consumer.
Consent not Required if Relevant
In a B2B setting, businesses can send marketing communications without Opt-in consent if the product or service mentioned is directly relevant to the recipient’s job role or function. Recipients must be given the option to unsubscribe/withdraw consent.
Double Opt-in
A recipient must have explicitly consented to receive marketing email and then confirmed or verified via a second stage (e.g. verification sent to an inbox).
Opt-in
A recipient must have explicitly consented (or “given permission”) to receive marketing communications.
Opt-out
Consent (or “permission”) is not required to send marketing communications. Recipients must be given the option to unsubscribe/withdraw consent.
Soft opt-in
A recipient may receive marketing communications if their contact information was collected while making a purchase and the marketing communications sent are related to that product or brand. Recipients must be given the option to unsubscribe/withdraw consent.
Email Opt-in Rules by European Country
| 1st Party | 1st Party | 3rd Party | 3rd Party | |
| Country | B2C | B2B | B2C | B2B |
| Austria | Double Opt-in | Double Opt-in | Double Opt-in | Double Opt-in |
| Belgium | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Bulgaria | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Croatia | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-in |
| Cyprus | Opt-in or Soft Opt-in | Opt-in | Opt-in | Opt-in |
| Czech Republic | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Denmark | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Estonia | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-out |
| Finland | Opt-in or Soft Opt-in | Consent not Required if Relevant | Opt-in | Consent not Required if Relevant |
| France | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-in |
| Germany | Double Opt-in | Double Opt-in | Double Opt-in | Double Opt-in |
| Greece | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Hungary | Opt-in | Opt-out | Opt-in | Opt-out |
| Ireland | Opt-in or Soft Opt-in | Consent not Required if Relevant | Opt-in | Opt-in |
| Italy | Opt-in or Soft Opt-in | Opt-in | Opt-in | Opt-in |
| Latvia | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-out |
| Lithuania | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Luxembourg | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-out |
| Malta | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Netherlands | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Norway | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Poland | Opt-in | Opt-in | Opt-in | Opt-in |
| Portugal | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in or Soft Opt-in |
| Romania | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Slovakia | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| Slovenia | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-in |
| Sweden | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-out |
| Switzerland | Opt-in | Opt-in | Opt-in | Opt-in |
| Spain | Opt-in or Soft Opt-in | Opt-in or Soft Opt-in | Opt-in | Opt-in |
| United Kingdom | Opt-in or Soft Opt-in | Opt-out | Opt-in | Opt-out |
Who are the Most Restrictive Countries for Email Consent and Opt-in?
The two most restrictive countries are Austria and Germany who require Double Opt-in in all circumstances (both B2B and B2C). They do not accept any kind of implied consent. Whilst Germany and Austria generally have very permissive rules regarding prize promotional compliance and represent attractive territories given their market size and consumer power, nevertheless, extra attention is required regarding data protection when it comes to obtaining marketing consent.
If you require assistance with executing prize promotions in Europe, please get in touch, we’d be happy to help.