All countries / Finland
Is B2B cold email legal in Finland?
For a named person at a company the answer is not verified yet. For a generic address such as info@: yes, without prior consent.
Named person at a company
jane.doe@company.fi
Not verified
Generic company address
info@company.fi
No consent needed
Sole trader or personal mailbox
jane@gmail.com
Email marketing to natural persons needs prior consent (section 200). Direct marketing to legal persons is allowed if the recipient has not specifically prohibited it (section 202).
What you have to do
- Give every legal person an easy, free way to prohibit further use of its contact details, and say so clearly in each message
- Make the message clearly recognisable as marketing, do not conceal the sender, and include a valid address for ending the messages (section 203)
- Existing customers who are natural persons: allowed for your own similar products, with an opt-out at collection and in every message
Whether a named employee's work address counts as a natural person or as the company was not checked, so that verdict is left open.
Checked against the law or regulator ยท checked 2026-10-10