Big win for charities as government accepts DMA-led opt-in amendment

The DMA is delighted to share the positive news that the UK Government has adopted the amendment to extend the ‘soft opt-in’ to charity fundraising, a pivotal change we have long championed.

In December, we wrote to the Secretary of State, outlining how the ‘soft opt-in’ could help unlock up to £290 million annually to charity fundraising. DMA member Wood for Trees, part of the Salocin Group, furnished us with comprehensive and convincing analysis of how charities could financially capitalise on this rule change, which has been vital in persuading the government to come on side.

This decision marks a significant step forward in empowering the charity sector to strengthen relationships with supporters, foster deeper community connections, and ultimately enhance the impact of their vital work. By extending this measure—currently available only for commercial messages—the government has shown it is willing to listen to charities and act to unlock more fundraising opportunities. In a time of consistent challenges for charities, this is important.

It is also a recognition of the unique and emotional connections that charities have with their supporters, as well as the pressing need for these organisations to effectively communicate with those who care deeply about their causes.

Indeed, the rules will encourage innovative marketing strategies from the sector, adding to the creativity and success of the industry as a whole.

With the bill now nearing the end of its journey in the House of Lords, it will proceed to the Commons stage in February, where we anticipate swift passage.

We thank the many charities who supported this effort.

The DMA will continue to work with the government and legislators on a range of other components of the Data (Use and Access) Bill, which is a pivotal piece of legislation adding to the regulatory framework for the industry. Keep eyes on the DMA website and socials for news.

The official schedule of the Bill's passage can be found here. The amendment can be found on page 5 of the official record (downloads document).