Electronic direct marketing, such as sending advertisements by email or SMS, requires advance permission from the recipient. If such permission has not been granted, the sender of such messages is breaking the law.
However, a company may in certain cases send electronic direct marketing without advance permission from the consumer. A situation like this may arise, for example, if the company has received the consumer's contact information in conjunction with selling a product, and the message is only intended to market similar products, and if the consumer has been informed, when making a purchase, that the company may send e-marketing messages. The companyt have to use the same communication channel that was used for purchasing a product. Consumers have to be also clearly informed in each message that they may at any time decide that they do not wish to receive such messages any longer.