What is PECR (Privacy and Electronic Communications Regulations)?

The Privacy and Electronic Communications Regulations 2003 (PECR) govern electronic marketing — email, SMS, automated calls and faxes — and cookie consent in the UK. Marketing emails and texts to individuals (not sole traders) require prior opt-in consent; B2B marketing to corporate subscribers can be sent on an opt-out basis provided a means to object is included and there is an existing business relationship. Cookies (other than strictly necessary ones) require informed, freely given consent from users before being set. The ICO enforces PECR and can issue fines of up to £500,000 for serious breaches — distinct from UK GDPR fines.