According to Recital 32 of e-Privacy Regulation, direct marketing refers to “any form of advertising by which a natural or legal person sends direct marketing communications directly to one or more identified or identifiable end-users using electronic communications services“.
It is also indicated in the Recital 32 that “In addition to the offering of products and services for commercial purposes, this should also include messages sent by political parties that contact natural persons via electronic communications services in order to promote their parties. The same should apply to messages sent by other non-profit organisations to support the purposes of the organisation“.
As we can see the notion of direct marketing is vast under the new Regulation. In addition, a consent by end users is necessory prior to direct marketing doen by means of SMS, MMS and mail. In this regard, there is no distinction between commercial direct marketing and non commercial.