All countries / Switzerland
Is B2B cold email legal in Switzerland?
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.ch
Generic company address
info@company.ch
Sole trader or personal mailbox
jane@gmail.com
Under article 3(1)(o) of the Unfair Competition Act it is unfair to send mass advertising by telecommunication without the customer's prior consent, without the correct sender, or without a simple and free option of refusal. The text speaks of "the customer" and does not exempt business recipients.
What you have to do
- Get consent before sending mass advertising
- Name the correct sender and offer a simple, free way to refuse in every message
- Existing customers only: allowed for your own similar goods or services if you pointed out the option of refusal when you received their contact details
The provision targets mass advertising. How it applies to individually written one-to-one emails was not checked.
Checked against the law or regulator ยท checked 2026-10-10
Check a whole lead list Check one draft email for Switzerland