All countries / Austria
Is B2B cold email legal in Austria?
No, not without prior consent when you write to a named person at a company. The same applies to generic addresses such as info@.
Named person at a company
jane.doe@company.at
Generic company address
info@company.at
Sole trader or personal mailbox
jane@gmail.com
Sending email for direct marketing without the recipient's prior consent is not permitted under section 174(3) TKG 2021. The text speaks of "recipients" and does not distinguish consumers from businesses.
What you have to do
- Get consent before the first email
- Existing customers only: exception in section 174(4) for your own similar products or services
Checked against the law or regulator · checked 2026-10-10