All countries / Belgium
Is B2B cold email legal in Belgium?
No, not without prior consent when you write to a named person at a company. For a generic address such as info@: yes, without prior consent.
Named person at a company
jane.doe@company.be
Generic company address
info@company.be
No consent needed
Sole trader or personal mailbox
jane@gmail.com
Advertising by email needs prior consent. The Royal Decree of 4 April 2003 lifts that requirement for legal persons when the address used is impersonal, such as info@ or contact@.
What you have to do
- Without consent, write only to impersonal addresses of companies
- Anyone may tell you, free of charge and without giving reasons, to stop: confirm by email, comply within a reasonable time and keep a list of those who objected
- Existing customers: allowed for your own similar products if they could object when the address was collected
A named address such as jane.doe@company.be is not impersonal, so it needs consent.
Checked against the law or regulator · checked 2026-10-10