The Information Commissioners Office (ICO) have issued further guidelines regarding the consent that needs to be obtained for direct marketing emails, text messaging and automated calls. It differentiates between consent for a one off specific contact and on-going contact. The recommendation includes using opt in tick boxes which clearly state what is being consented to, and clear records relating to the consent that has been obtained to avoid fines of up to £500,00 for breach of the Regulations.
The new guidance can be found at: http://bit.ly/1duDKEn