All countries / Sweden
Is B2B cold email legal in Sweden?
Yes, 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.se
No consent needed
Generic company address
info@company.se
No consent needed
Sole trader or personal mailbox
jane@gmail.com
Section 19 of the Marketing Act requires prior consent only when marketing by email to a natural person. Marketing to a legal person does not need consent, but section 20 requires a valid address for opting out in every message.
What you have to do
- Include a valid address where the recipient can ask you to stop, also when emailing a company
- Treat sole traders (enskild firma) as natural persons
That a named employee's work address counts as the company's is from Swedish legal commentary, not from the statute itself.
Checked against the law or regulator · checked 2026-10-10