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(Please note these links are provided for information only. Any translations may not be accurate and the text may not include amendments to that legislation).
Last updated June 2026
General | Data Protection Laws
National Legislation
National Supervisory Authority
Scope of Application
Personal Data
Sensitive Personal Data
Data Protection Officers
Accountability and Privacy Impact Assessments
Rights of Data Subjects
Security
Transfer of Personal Data to Third Countries
Enforcement
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General data protection laws
The General Data Protection Regulation (EU) (2016/679) (“GDPR”).
The EU is currently considering the Digital Omnibus (2025/0360 (COD)). This proposes a number of amendments to the GDPR including: (a) protection from abusive subject access requests; (b) extending the deadline to notify breaches to a supervisory authority to 96 hours and only applying that notification to high risk breaches; (c) codifying the “relative” approach to the concept of personal data; (d) ensuring a consistent approach to DPIAs; and (e) providing an express legal basis for the training of AI systems. However, some changes are controversial, and it is not clear if they will all be adopted.
The Dutch GDPR Implementation Act (Uitvoeringswet Algemene Verordening gegevensbescherming) (“UAVG”) has applied in the Netherlands since 25 May 2018. The former Personal Data Protection Act (Wet bescherming persoonsgegevens) has ceased to apply. The UAVG is to a large extent identical to the old Dutch Personal Data Protection Act.
Entry into force
The GDPR has applied since 25 May 2018.
A legislative proposal has been pending for some time to revise the UAVG and various other laws, touching upon 16 key points. Since the UAVG's inception, several ambiguities have emerged, outdated references have been identified, and even a court ruling has contested the breadth of one provision. Notable proposed amendments include bolstering the rights of minors between the ages of 12 and 16. While Dutch law currently requires parental consent for data processing for those under 16, the proposed changes aim to empower children aged 12 and above to make data privacy requests independently. The definition of criminal personal data is also under review to narrow its scope following a contrasting court decision. For accountants, the bill offers a new exception enabling them to handle special personal data during statutory audits. Other revisions address the handling of special personal data by curators and guidelines for the use of biometric data and file transfers when care providers retire or pass away. Input for these reforms was collected from employers’ organizations, the VNG, and the Dutch Data Protection Authority, indicating a collaborative approach to the legislative updates. The proposal is scheduled to be discussed in the Dutch Senate (Eerste Kamer) in June 2026.
Details of the competent national supervisory authority
Dutch Data Protection Authority (Autoriteit Persoonsgegevens) ("DPA").
Mailing address:
Autoriteit Persoonsgegevens
PO Box 93374
2509 AJ Den Haag
The Netherlands
Visiting address:
Hoge Nieuwstraat 8
2514 EL DEN HAAG
The Netherlands
https://autoriteitpersoonsgegevens.nl/en
The DPA represents the Netherlands on the European Data Protection Board.
Notification or registration scheme and timing
There is no obligation to notify regulators of any processing under the GDPR. However, controllers and processors must keep a record of their processing and make it available to their supervisory authority on request (subject to limited exemptions).
Exemptions to notification
Not applicable.
What is the territorial scope of application?
The GDPR applies to the processing of personal data in the context of the establishment of a controller or processor in the EU.
It also contains express extra-territorial provisions and applies to controllers or processors based outside the EU that: (i) offer goods or services to individuals in the EU; or (ii) monitor individuals within the EU. Controllers and processors caught by these provisions will need to appoint a representative in the EU, subject to certain limited exemptions.
The European Data Protection Board has issued Guidelines on the territorial scope of the GDPR (3/2018).
As regards its territorial scope, the UAVG primarily applies to the processing of personal data in the context of the activities of the establishment of a controller or a processor in the Netherlands.
It will also apply to the processing by a controller or processor not established in the Netherlands of the personal data of data subjects who are in the Netherlands, where the processing activities are related to: (i) the offering of goods or services, irrespective of whether a payment of the data subject is required, to such data subjects in the Netherlands; or (ii) the monitoring of their behaviour to the extent that their behaviour takes place within the Netherlands.
Is there a concept of a controller and processor?
Yes. The GDPR contains the concept of a controller, who determines the purpose and means of processing, and a processor, who just processes personal data on behalf of the controller.
The European Data Protection Board has issued Guidelines on the concepts of controller and processor in the GDPR (7/2020).
Both controllers and processors are subject to the rules in the GDPR, but the obligations placed on processors are more limited.
Are both manual and electronic records subject to data protection legislation?
Yes. The GDPR applies to both electronic records and structured hard copy records.
Are there any national derogations?
The GDPR does not apply to law enforcement activities which are instead subject to the Law Enforcement Directive. The GDPR also does not apply to areas of law that are outside the scope of Union law, such as national security, and does not apply to purely personal or household activity.
The UAVG provides for some national derogations. For example, the scope of automated individual decision-making is extended. Furthermore, the GDPR rules will, in principle, not apply to: (i) the processing of personal data relating to criminal investigations; or (ii) processing exclusively for journalistic purposes or for the purposes of academic, artistic or literary forms of expression.
In addition, it will not be possible to withdraw consent to process personal data for journalistic purposes, for example to withdraw consent to publication of or broadcasting an interview once given.
What is personal data?
Personal data is information relating to an identified or identifiable natural person.
This is a broad term and includes a wide range of information. The GDPR expressly states it includes online identifiers such as cookies. This concept has been considered by the CJEU on multiple occasions. This includes deciding that information will not be personal data where the risk of identification appears in reality to be insignificant (OC v Commission, C 479/22 P) and that a “relative” approach should be taken to identification by considering the means reasonably available to the person holding the information (EDPS v SRB, C-413/23 P).
Is information about legal entities personal data?
No. However, information about sole traders and partnerships is likely to be personal data.
What are the rules for processing personal data?
All processing of personal data must comply with all six general data quality principles. Personal data must be: (i) processed fairly, lawfully and transparently; (ii) collected for specific, explicit and legitimate purposes and not processed in a manner incompatible with those purposes; (iii) adequate, relevant and not excessive; (iv) accurate and, where necessary, up to date; (v) kept in an identifiable form for no longer than necessary; and (vi) kept secure.
The processing of personal data must also satisfy at least one condition for processing personal data. These conditions are that the processing is: (a) carried out with the data subject’s consent; (b) necessary for the performance of a contract with the data subject; (c) necessary for compliance with a legal obligation; (d) necessary in order to protect the vital interests of the data subject; (e) necessary for the public interest or in the exercise of official authority; or (f) necessary for the controller’s or a third party's legitimate interests, except where overridden by the interests or fundamental rights and freedoms of the data subject.
The European Data Protection Board has issued Guidelines on the performance of a contract processing condition for online services (2/2019) and Guidelines on processing of personal data based on Article 6(1)(f) (1/2024).
Are there any formalities to obtain consent to process personal data?
The requirements for consent under the GDPR are strict.
To be valid, consent must be in clear and plain language and, where sought in writing, separate from other matters. Consent must be based on affirmative action so pre-ticked boxes are not acceptable. Consent might not be valid if: (i) there is any detriment to the data subject for refusing; (ii) there is an imbalance of power; (iii) consent for multiple purposes is bundled together; or (iv) the consent is a condition of entering into a contract. Finally, consent can be withdrawn at any time.
In practice, other processing conditions should be relied on where possible. Consent will only be an appropriate processing condition if the individual has a genuine choice over the matter, for example, whether to be sent marketing materials.
The European Data Protection Board has issued Guidelines on consent (5/2020).
Under the UAVG, it is not possible to withdraw consent to the processing of personal data for journalistic purposes, for example to withdraw consent to the publication or broadcasting of an interview once given.
Are there any special rules when processing personal data about children?
Consent from a child in relation to online services will only be valid if authorised by a parent. A child is someone under 16 years old, though Member States may reduce this age to 13.
The UAVG does not provide for a different age limit and the age at which a child can provide a valid consent. Thus the age limit is 16 years old.
Are there any special rules when processing personal data about employees?
The GDPR allows Member States to implement more specific national rules governing the processing of personal data about employees. It may also be possible to process special category personal data where it is necessary for a legal obligation in the field of employment law.
Under the UAVG, health information may be processed by employers insofar as this is necessary for the reintegration and coaching of employees in relation to illness or disability.
Criminal data in relation to employees may only be processed under strict circumstances, being: (i) at the applicant’s own request (e.g. in relation to background checks); or (ii) if the processing is required to protect the interests of the employer and it concerns criminal offences that are or will be committed against the employer or its employees. Furthermore, the processing should take place in accordance with rules that have been established in line with the Dutch Works Councils Act (i.e. rules for which the Works Council’s consent has been obtained).
Additional legislative measures are being considered by the Dutch government for testing employees for alcohol, drugs and medication in hazardous working environments.
What is sensitive personal data?
Special category data is personal data consisting of racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade union membership, genetic data, biometric data, data concerning health or data concerning a natural person’s sex life or sexual orientation. Decisions such as OT (C-184/20) and Lindenapotheke (C-21/23) indicate this should be interpreted broadly to include information that indirectly discloses these characteristics.
Information about criminal offences is dealt with separately and is subject to even tighter controls.
Are there additional rules for processing sensitive personal data?
Special category data may only be processed if a condition for processing special category data is satisfied. A condition arises where the processing: (a) is carried out with the data subject’s explicit consent; (b) is necessary for a legal obligation in the fields of employment, social security and social protection law; (c) is necessary to protect the vital interests of the data subject or another person where the data subject is unable to give consent; (d) is carried out by a non-profit-seeking body and relates to members of that body or persons who have regular contact; (e) relates to data made public by the data subject; (f) is necessary for legal claims; (g) is for reasons of substantial public interest under EU or Member State law; (h) is necessary for healthcare reasons; (i) is necessary for public health reasons; or (j) is necessary for archiving, scientific or historical research purposes or statistical purposes and is based on EU or Member State law.
The UAVG provides for some specific national derogations regarding the processing of sensitive personal data. It allows such processing under specific conditions, including the: (i) processing of data necessary for scientific or historical research purposes or statistical purposes; (ii) processing of data revealing racial or ethnic origin to identify the person involved or to give persons of a certain ethnic or cultural minority a privileged position; (iii) processing of data revealing political opinions in a public capacity; (iv) processing of data revealing religious or philosophical beliefs for the purposes of mental care; or (v) processing of genetic data if such processing is related to the person from which these data are obtained.
The UAVG also allows the processing of biometric data if this is necessary for authentication and security purposes (e.g. biometrics-based access systems to computers and buildings). However, this will only be permitted in very limited circumstances.
Are there additional rules for processing information about criminal offences?
It is only possible to process personal data relating to criminal convictions or offences if: (a) it is carried out under the control of official authority; or (b) when the processing is authorised by EU or Member State law providing for appropriate safeguards for the rights and freedoms of data subjects.
The UAVG authorises the processing of information about criminal convictions or offences, inter alia, in the following circumstances: (i) processing undertaken by Dutch law enforcement; (ii) processing undertaken by or on behalf of a public authority, provided that such processing is necessary for the performance of the duty of such public authority, and there are adequate safeguards that ensure that the private life of the data subject is not disproportionately impacted; or (iii) processing by licensed security or criminal investigations organisations in certain situations.
Are there any formalities to obtain consent to process sensitive personal data?
Consent to process sensitive personal data must be explicit. The general restrictions on consent, set out above, will also apply. This suggests a degree of formality, such as ticking a box containing the express words “I consent”. It is unlikely explicit consent could be obtained through a course of conduct.
When must a data protection officer be appointed?
Both controllers and processors must appoint a data protection officer if: (i) they are a public authority; (ii) their core activities consist of regular and systematic monitoring of data subjects on a large scale; or (iii) their core activities consist of processing special category personal data on a large scale (including processing information about criminal offences).
The UAVG does not provide for additional conditions regarding the appointment of a data protection officer.
What are the duties of the data protection officer?
The data protection officer must be involved in all data protection issues and cannot be dismissed or penalised for performing their role. The data protection officer must report directly to the highest level of management. Details of the data protection officer must be communicated to the relevant supervisory authority.
The Article 29 Working Party has issued Guidelines on Data Protection Officers (WP243).
Is there a general accountability obligation?
The GDPR adds a general accountability obligation under which you must not only comply with these rules, but also be able to demonstrate you comply with them. This means ensuring suitable policies are in place supported by audit and training.
Are privacy impact assessments mandatory?
A data protection impact assessment must be conducted where “high risk” processing is carried out. This includes: (a) systematic and extensive profiling that produces legal effects or significantly affects individuals; (b) processing on a large scale either special categories of personal data or personal data relating to criminal convictions and offences; and (c) systematic monitoring of a publicly accessible area on a large scale (e.g. CCTV). Where the assessment indicates the risk cannot be mitigated, the controller must consult the relevant supervisory authority.
The Article 29 Working Party has subsequently issued Guidelines on Data Protection Impact Assessments (WP 248). It suggests there are nine criteria to consider to determine whether to conduct a data protection impact assessment, and that an assessment should be made if two or more of those criteria are met. This is arguably wider than the criteria set out in the paragraph above.
The DPA has drawn up and published a (non-exhaustive) list of examples of types of “high risk” processing for which a Data Protection Impact Assessment (gegevensbeschermingseffectbeoordeling) must be carried out prior to processing. The list includes a range of examples of “high risk” processing including matters such as the processing of genetic data or CCTV usage.
Privacy notices
A controller must provide data subjects with a privacy notice setting out how the individual’s personal data will be processed. The privacy notice must contain the enhanced transparency information.
The Article 29 Working Party has issued Guidelines on Transparency (WP260).
In the Netherlands, there is no obligation for privacy notices to be in Dutch and may therefore be provided in English.
Rights to access information
Data subjects have a right to access copies of their personal data by making a request to the controller. They are entitled to both a copy of the personal data and information about the context in which it is processed. The initial request is free, though a charge can be made for subsequent requests. Controllers can refuse the request if it is manifestly unfounded or excessive. The right to obtain a copy of personal data should not adversely affect the rights and freedoms of others. The response must be provided within a month, though this can be extended by two months if the request is complex.
The European Data Protection Board has issued Guidelines on rights of access (1/2022). There have been several important CJEU decisions on the right of access. They indicate data subjects have a right to a faithful and intelligible reproduction of their personal data, including underlying documents where essential to exercise their rights effectively (FF, C-487/21) and that a request is only likely to be considered excessive if made with abusive intent (Rottler, C-526/24). In Österreichische Post (C‑154/21), the CJEU decided that details of specific recipients of the personal data must be disclosed unless this is impossible or manifestly unfounded or excessive.
Rights to data portability
Data subjects also have a right to data portability where the condition for processing personal data is consent or the performance of a contract. It entitles individuals to obtain any personal data they have “provided” to the controller in a machine-readable format. Individuals can also ask for the data to be transferred directly from one controller to another. There is no right to charge fees for this service.
The Article 29 Working Party has issued Guidelines on data portability (WP242).
Right to be forgotten
A data subject can ask that their data be deleted in certain circumstances. However, those circumstances are relatively limited, for example where the processing is based on consent, that consent is withdrawn and there are no other grounds for processing. Even where the right does arise, there are a range of exemptions, for example where there is a legal obligation to retain the data.
The European Data Protection Board has issued Guidelines on the criteria of the Right to be Forgotten in the search engines cases under the GDPR (part 1) (5/2019).
Objection to direct marketing
A data subject can object to their personal data being processed for direct marketing purposes at any time. This includes profiling to the extent related to direct marketing.
Other rights
The GDPR contains a range of other rights, including a right to have inaccurate data corrected. There is also a right to object to processing being carried out in the performance of a public task or under the legitimate interests condition.
Finally, there are controls on taking decisions based solely on automated decision making that produce legal effects or similarly significantly affects the data subject. The Article 29 Working Party has issued Guidelines on Automated Decision Making and Profiling (WP251).
Security requirements in order to protect personal data
The GDPR contains a general obligation to implement appropriate technical and organisational measures to protect personal data.
In addition, controllers and processors must ensure, where appropriate: (i) the pseudonymisation and encryption of personal data; (ii) the ability to ensure the ongoing confidentiality, integrity, availability and resilience of its information technology systems; (iii) the ability to restore the availability and access to personal data in a timely manner in the event of a physical or technical incident; and (iv) a process for regularly testing, assessing and evaluating the effectiveness of technical and organisational measures for ensuring the security of the processing.
Specific rules governing processing by third party agents (processors)
A controller must ensure that any processor it instructs will ensure adequate security for personal data and otherwise meet the requirements of the GDPR.
The controller must have written contracts with its processor containing the enhanced processor clauses.
Notice of breach laws
A personal data breach must be notified to the relevant supervisory authority unless it is unlikely to result in a risk to data subjects. The notification must, where feasible, be made within 72 hours. If the personal data breach is a high risk for data subjects, those data subjects must also be notified.
Notice of breach laws apply to specific industry sectors under other regimes. For example, under EU DORA and under the national laws implementing the Privacy and Electronic Communications Directive and NIS II.
The European Data Protection Board has issued Guidelines on Personal Data Breach Notification (9/2022) and Examples regarding Personal Data Breach Notification (1/2021).
Moreover, controllers in certain sectors may be required to inform sectoral regulators of any breach. For example, financial services firms may be required to inform the Dutch National Bank and/or the Dutch Authority for the Financial Markets of any breach.
Restrictions on transfers to third countries
The GDPR contains a restriction on transborder dataflows. This restriction does not apply if the transfer is to a whitelisted country (which includes US organisations participating in the EU-U.S. Data Privacy Framework).
Transfers can be made: (i) pursuant to a set of Standard Contractual Clauses; (ii) pursuant to binding corporate rules; (iii) to an importer who has signed up to an approved code or obtained an approved certification; or (iv) where otherwise approved by the relevant supervisory authority. However, following the decision in Schrems II (C-311/18) any transfer made on this basis must be subject to a transfer impact assessment of the laws of the relevant third country and supplemented by supplementary protections where necessary.
The European Data Protection Board has issued Recommendation on European Essential Guarantees for surveillance measures (2/2020) and a Recommendation on measures that supplement transfer tools (1/2020) to help conduct this transfer impact assessment. The European Commission has also issued an FAQ on the new Standard Contractual Clauses.
Transfers are also possible if an individual derogation applies. These derogations allow a transfer if it: (i) is made with the data subject’s explicit consent; (ii) is necessary for the performance of a contract with, or in the interests of, the data subject; (iii) is necessary or legally required on important public interest grounds, or for legal claims; (iv) is necessary to protect the vital interests of the data subject; (v) is made from a public register; or (vi) is made under the so-called minor transfer exemption.
The European Data Protection Board has issued Guidelines on derogations applicable to international transfers (2/2018). Finally, the European Data Protection Board has issued Guidelines on the interplay between Article 3 and international transfers (2/2018) to help identify when a transfer takes place.
Notification and approval of national regulator (including notification of use of Standard Contractual Clauses)
In general, there is no need for prior approval from a supervisory authority. However, this depends on the justification for the transfer.
For example, there is no obligation to get approval for the use of Standard Contractual Clauses (though it is possible some supervisory authorities may want to be notified of their use). In contrast, it is necessary to get approval to rely on binding corporate rules, and the supervisory authority must be informed of transfers made using the minor transfers exemption.
Use of binding corporate rules
The GDPR places binding corporate rules on a statutory footing. It is possible to obtain authorisation from one supervisory authority (subject to approval through the consistency mechanism) that covers transfers from anywhere in the EU.
In the Netherlands, the DPA has been very active in relation to the approval of binding corporate rules and has approved binding corporate rules for numerous different Dutch multinational organisations.
Fines
The GDPR is intended to make data protection a boardroom issue. It introduces an antitrust-type sanction regime with fines of up to 4% of annual worldwide turnover or €20m, whichever is the greater. These fines apply to breaches of many of the provisions of the GDPR, including failure to comply with the six general data quality principles or carrying out processing without satisfying a condition for processing personal data.
A limited number of breaches fall into a lower tier and so are subject to fines of up to 2% of annual worldwide turnover or €10m, whichever is the greater. Failing to notify a personal data breach or failing to put an adequate contract in place with a processor fall into this lower tier.
There are a number of CJEU judgments on administrative fines. For example, the CJEU has stated that fines can only be imposed where there is an intentional or negligent infringement of the GDPR, see Deutsche Wohnen (C-807/21).
The EDPB has published Guidelines on the calculation of administrative fines (04/2022).
Imprisonment
The UAVG does not provide for potential criminal offences or imprisonment for breach of the GDPR.
Compensation
Data subjects have a right to compensation in respect of material and non-material damage. This requires more than a mere infringement of the GDPR and there must be actual material or non-material damage.
The CJEU has issued a large number of judgments on compensation. They confirm that the mere infringement of the GDPR is not sufficient to give a right to compensation and there must be a causal link between the infringement and the damage to the individual. However, there is no minimum threshold of seriousness (Österreichische Post, C-300/21) and even negative feelings experienced by the data subject because of the misuse of their data may be sufficient to trigger a right to compensation (Quirin Privatbank, C-655/23).
Other powers
Regulators have a range of other powers and sanctions at their disposal. This includes investigative powers, such as the ability to demand information from controllers and processors, and to carry out audits. They also have corrective powers enabling them to issue warnings or reprimands, to enforce an individual’s rights and to issue a temporary or permanent ban on processing.
The EU has also adopted Regulation (EU) 2025/2518 which lays down additional procedural rules for enforcement of the GDPR in cross-border cases. It will apply from April 2027.
In the Netherlands, the DPA has the power to enter residences without the consent of the resident. Furthermore, obligations of secrecy cannot be invoked against the DPA to the extent that information or cooperation is required regarding that organisation’s own involvement in data processing.
Practice
Fines: Some of the most significant fines imposed and published by the DPA recently are set out below:
Other enforcement action: To ensure general compliance and awareness, the DPA can initiate investigations or carry out compliance processes and enforcement processes. In 2025, the DPA initiated 22 major national investigations and 5 international investigations. In addition, the DPA carried out 1,438 compliance processes, consisting out of mediation meetings, compliance discussions and letters to organisations. It also initiated 20 enforcement proceedings, resulting in 4 fines, 1 order subject to a penalty, and 9 reprimands.
According to the DPA’s annual report for 2025, it received 44,374 data breach notifications in 2025, an increase of 17.3% compared to 2024. A contributing factor to this increase is the expanded use of bulk notifications, enabled by broader reporting options for organisations.
Currently, there are approximately 10,000 data protection officers in the Netherlands. The DPA is planning to increase its emphasis on the effective and independent exercise of their powers within organisations and actively monitors this through inspections and enforcement. The Dutch Authority for Consumers and Markets (“ACM”) also actively enforces the ePrivacy provisions of the Telecommunications Act (Telecommunicatiewet). In 2025 a breach of the Telecommunications Act by VodafoneZiggo led to binding commitments for a period of two years, primarily concerning the proper processing of opt-outs and the verification of opt-ins for telemarketing. In this decision, the ACM emphasised a clear chain responsibility, holding Vodafone Ziggo accountable for the conduct of its engaged call centres.
The Dutch Authority for Digital Infrastructure (“DDI”) also enforces the Telecommunications Act. In October 2024, the DDI imposed a fine of €2.25 million on Vodafone Libertel following an investigation into the security of its lawful interception system (aftapsysteem). The DDI identified several serious shortcomings, including that Vodafone’s security plan did not meet statutory requirements. The DDI has confirmed that the risks of unauthorised access have since been resolved.
ePrivacy laws
As of 5 June 2012, the Telecommunications Act implements the amendments to the Privacy and Electronic Communications Directive. These provisions are enforced by the ACM and were slightly amended as of 16 February 2022, to implement the Directive on establishing the European Electronic Communications Code.
In March 2015, provisions on cookies came into force under the Wet van 4 februari 2015 tot wijziging van de Telecommunicatiewet (“Cookie Law”). These provisions were slightly amended as of 25 May 2018, to implement the GDPR.
Conditions for use of cookies
Under the Cookie Law, consent is needed for the use of cookies. However, there are exceptions for functional cookies (necessary for the provision of a service) and analytical cookies (placed to obtain information about the quality or effectiveness of a service provided and that only has a limited impact on the user's privacy).
Regulatory guidance on the use of cookies
In 2019, the DPA issued new guidance on cookies that, amongst other things, prohibited the use of cookie walls.
Conditions for direct marketing by e-mail to individual subscribers
The Telecommunications Act prohibits unsolicited communication by e-mail (as well as faxes and automated communication systems) for commercial, non-commercial or charitable purposes, unless the sender can demonstrate prior consent of the subscriber. The identity of the sender, an opt-out address and e-commerce information must be provided.
Conditions for direct marketing by e-mail to corporate subscribers
The provisions on unsolicited communication via e-mail also apply to corporate subscribers.
Exemptions and other issues
No prior consent is required for unsolicited electronic messages to corporate subscribers (legal entities or individuals acting in a commercial capacity) if contact details are used that were published and designated by the subscriber for that purpose, or where the subscriber is established in a country outside the EEA and the local rules on unsolicited communication are complied with.
The recipients of electronic contact details may use those details to transmit communications for commercial, non-commercial or charitable purposes where the similar products and services exemption applies.
Conditions for direct marketing by telephone to individual subscribers (excludes automated calls)
The Telecommunications Act has a separate regime for unsolicited communication for commercial, non-commercial or charitable purposes by telephone. In principle, such communication is allowed if the data has been obtained lawfully, but subscribers may opt out.
Conditions for direct marketing by telephone to corporate subscribers (excludes automated calls)
The regime with regard to unsolicited communication via telephone does not apply to corporate subscribers but only to natural persons.
Exemptions and other issues
Since the entry into force of the amended Telecommunications Act on 1 July 2021, telemarketing to natural persons is subject to a full opt-in regime, resulting in the abolition of the “Bel-me-niet” register (this register contained the contact details of subscribers who formalise their objection to being called by inclusion in the register). Under the Telecommunications Act, unsolicited communications via automated systems, fax, and electronic messages are prohibited without prior consent. For telephone marketing, an opt-out must be offered during each contact. The burden of proof rests on the telemarketer, and anonymous calling is not permitted. An exception remains for contact details obtained in the context of an existing customer relationship, and these contact details are used for direct marketing of own similar products or donations to the same non-commercial or -charitable organisation.
A legislative amendment of the Telecommunications Act effective as of 1 July 2026 introduces a significant change: it abolishes the soft opt-in exception for telephone marketing. Under the revised rules, organisations must always obtain prior consent before contacting customers by telephone with commercial offers, even where an existing customer relationship is in place. The soft opt-in does, however, remain in place for digital direct marketing channels such as e-mail and SMS.
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