Essential Guide to Cold Calling & Emailing Laws Across Europe

Stay compliant with European cold calling and emailing laws. Learn the rules for each country and best practices for B2B outreach.

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Cold calling and email outreach in Europe have become increasingly complex due to varying legal requirements. Navigating these regulations—especially with GDPR and e-Privacy laws in play—can be challenging and overwhelming.

Cold calling remains a valuable sales strategy, with many businesses still relying on outreach to connect with potential clients.

This guide serves as a practical resource for navigating the legal landscape of direct electronic marketing in the EU’s B2B sector. It covers key topics like consent, opt-ins, and opt-outs, as well as how different countries manage national Do-Not-Call (DNC) lists and potential exemptions that simplify compliance.

Keep in mind that this guide focuses specifically on e-Privacy laws governing electronic marketing and does not cover the broader data protection regulations under GDPR. However, you’ll find everything you need to ensure your sales calls and emails remain legally compliant.

The content in this document is for general informational purposes only and should not be considered legal advice or a substitute for professional guidance. It does not cover all legal aspects of the topics discussed, and regulations in this area are constantly evolving. As a result, some information may not reflect the latest legal developments. Readers are encouraged to review their local laws and regulations to ensure compliance and consult a legal professional when necessary. This document may also include links to third-party websites, provided solely for convenience.

Country Specific Cold Calling & Emailing Regulations

Each EU country has its own regulations regarding cold calling and email outreach—some enforce strict rules, while others offer more flexibility. To simplify compliance, we’ve compiled a country-by-country breakdown, outlining what’s permitted in each region.

Austria

Cold Calling: You’ll need consent before making any cold calls.
Cold Emailing: Consent is required for any emailing unless “Previous Business Context Exception” applies. You’ll need to provide an Opt-In choice, a Double Opt-In would be even better.
National Opt-Out List:Yes, Austria has a national opt-out list called the ECG list, so check it out before reaching out.
Legal Basis:§174 Telekommunikationsgesetz (TKG).

Belgium

Cold Calling: In Belgium you’re allowed to cold call, but only if the person hasn’t objected or registered on the Do-Not-Call-Me List (DNCM).
Cold Emailing: You’ll need Opt-In consent unless you’re emailing a generic address (eg. info@company.com) or you’ve already done business with the contact, in which case it would fall under “Previous Business Context Exception”.
National Opt-Out List:Yes, check https://www.dncm.be before you make contact.
Legal Basis:Article XII.13 and VI. 111-115 of the Code of Economic Law and Royal Decree of 4 April 2003 regulating advertising by electronic mail.

Bulgaria

Cold Calling: In Bulgaria, you need consent before cold calling, but you don’t have to go the extra mile with double opt-in.
Cold Emailing: No consent is needed, but your emails must be clearly marked as commercial and unsolicited. You also can’t email people if their details are listed on the national opt-out list.
National Opt-Out List:Yes, there’s a national opt-out list you’ll need to check: https://www.kzp.bg/bg/.
Legal Basis:Art. 6 (1) and Art. 261 Bulgarian Electronic Communications Act.

Croatia

Cold Calling: Allowed, as long as the person hasn’t explicitly opted out.
Cold Emailing: Here you’ll need opt-in consent, unless the “Previous Business Context Exception” applies, in which case you can carry on with outreach, as long as it’s relevant.
National Opt-Out List:Yes, Croatia has one – make sure to check it: https://www.hakom.hr/hr/e-registar-ne-zovi/224.
Legal Basis:Article 107 Croatian Electronic Communications Act.

Czech Republic

Cold Calling:Here consent is required, but there is a handy work around for some. Legal entities and individuals can also indicate via public subscriber lists that they wish to be contacted for marketing purposes, in which case there is no additional consent needed.
Cold Emailing: This is the same as cold calling – you need consent and double opt-in is recommended, unless there’s a previous business relationship (then the ‘Previous Business Context Exception’ applies).
National Opt-Out List:No, there is no national opt-out list here.
Legal Basis:Section 93, 96 Act on Electronic Communications.

Denmark

Cold Calling:Yes, cold calling is allowed in Denmark, as long as the person you’re contacting hasn’t explicitly opted out.
Cold Emailing: You’ll need opt-in consent here, unless you’re emailing someone with an existing business relationship (in which case the good old ‘Previous Business Context Exception’ comes into play again).
National Opt-Out List:Yes, Denmark has an opt-out list called the Robinson List. Make sure to check it before making your move.
Legal Basis:Section 10 of the Marketing Practices Act

Estonia

Cold Calling: Again, cold calling is allowed here, as long as the person you’re contacting hasn’t already opted out.
Cold Emailing: You’ll need consent unless the ‘Previous Business Context Exception’ applies or if the email is sent to a legal person or generic/impersonal email address (eg. info@company.com) and an easy opt-out option is provided.
National Opt-Out List:No national opt-out list in Estonia.
Legal Basis:Section 60 Law of Obligations, Section 103 Electronic Communications Act.

Finland

Cold Calling:Yes, cold calling is allowed, but the product or service you’re marketing must be closely related to the recipient's work duties. Of course, you’ll need to make sure they haven’t previously opted out either.
Cold Emailing:You’ll need consent unless you’re marketing something relevant to their job role (based on their job description), or you're emailing a generic address (such as info@company.com) and you give them a chance to opt-out.
National Opt-Out List:Yes, direct marketing through telephone may be restricted by registering with the Prohibition of Services of the DMA Finland/ASML (it’s worth this is only for consumers, not B2B).
Legal Basis:Chapter 24, Section 200-205 Electronic Communication Services Act, Interpretation of Data Protection Ombudsman: https://tietosuoja.fi/en/faq-direct-marketing.

France

Cold Calling:Yes, it is allowed if you’re calling the main company phone number or an employee’s number – as long as they were given the option to opt out when they provided it. Just don’t call consumers without their consent as France is super strict about this and you’ll face higher fines for cold-calls to consumers.
Cold Emailing: You’ll need opt-in consent unless you informed the person at the time of collecting their email that it would be used for marketing, and they had an easy way to opt-out, or, you’re emailing a generic address (like info@company.com) and again, you give them a simple way to opt out.
National Opt-Out List:Yes, the Bloctel list is for phone calls (only for private persons/consumers, not companies/employees).
Legal Basis: Article L34-5 Postal and Electronic Communications Code and CNIL guidelines on Electronic marketing.

Germany

Cold Calling: Generally, not allowed without consent, except when there is “presumed consent”, i.e. when you have a solid reason to believe that the product or service you promote is of interest to your contact and that the person being called can be presumed to currently agree to be contacted via phone.
Cold Emailing: Germany is one of the stricter countries on cold emailing – you’ll need double opt-in consent, unless the ‘Previous Business Context Exception’ applies.
National Opt-Out List:There is no national opt-out list in Germany.
Legal Basis:Section 7 of the Act against Unfair Competition (UWG).

Greece

Cold Calling:Cold calling is allowed here, except if the person contacted has opted-out (for example via their phone provider).
Cold Emailing:This requires double opt-in consent, unless the ‘Previous Business Context Exception’ applies, meaning you’ve already had a business relationship with the contact.
National Opt-Out List:No, there’s no official opt-out list.
Legal Basis:Article 11 of the Telecommunications Law; Article 4 of the Consent Directive.

Hungary

Cold Calling: Yes, it is allowed, except if the person contacted has already explicitly opted-out.
Cold Emailing: You’ll need opt-in consent, unless the email is sent to a generic/impersonal email address (eg. info@company.com) and there is an opportunity to opt-out provided.
National Opt-Out List:No, Hungary doesn’t have a national opt-out list.
Legal Basis: Section 162(2) Act C of 2003 on Electronic Communications and Sec. 5G § 6 of the Advertising Act.