The Data & Marketing Association UK (DMA UK) has successfully lobbied government to amend the Data (Use & Access) Bill to include soft opt-in for charity email marketing. Now the bill has become law, this will allow UK charities to potentially earn an additional £290m annually.
As a DMA UK member, Wood for Trees, part of Salocin Group, provided data analysis which supported this lobbying to have the charity soft opt-in clause reinstated in the now enacted bill.
DMA UK and Wood for Trees partnership
Salocin Group was a key sponsor of the Data & Marketing Association UK (DMA UK) Data Conference on 13 March 2025.
Chris Combemale, Director of Policy and Current Affairs at DMA UK, delivered a speech on how they’ve successfully lobbied for the DUA Bill amendment to include soft opt-in for charity email marketing, highlighting Wood for Trees data analysis.
DMA UK will also be hosting a joint live webinar with Wood for Trees and industry leaders at 10am, 9th July, to explain how to maximise email marketing for charities and share practical guidance.
Help for charities navigating change
Wood for Trees can provide expert guidance to help charities navigate this legislative change for charity email marketing, such as by conducting Legitimate Interest Assessments (LIAs), implementing effective consent and preference mechanisms and crafting high-impact email campaigns, with AI-powered personalisation and data-driven insights.
Read more here and contact us to start preparing your charity for the soft opt-in era.
