{"id":1650,"date":"2026-10-17T15:40:04","date_gmt":"2026-10-17T13:40:04","guid":{"rendered":"https:\/\/kanzlei-reese.de\/?p=1650"},"modified":"2026-10-17T15:40:04","modified_gmt":"2026-10-17T13:40:04","slug":"knp-131-2dd98f38d15b","status":"publish","type":"post","link":"https:\/\/kanzlei-reese.de\/en\/knp-131-2dd98f38d15b\/","title":{"rendered":"Shop\u00adping bas\u00adket remin\u00adders by email: Data pro\u00adtec\u00adtion aut\u00adho\u00adri\u00adty clas\u00adsi\u00adfies them as unaut\u00adho\u00adri\u00adsed advertising"},"content":{"rendered":"<p>Many online shops auto\u00adma\u00adti\u00adcal\u00adly send emails when a cus\u00adto\u00admer has added pro\u00adducts to their bas\u00adket but has not com\u00adple\u00adted the purcha\u00adse. What retail\u00aders often descri\u00adbe as a useful ser\u00advice is, in the view of the Sta\u00adte Com\u00admis\u00adsio\u00adner for Data Pro\u00adtec\u00adtion and Free\u00addom of Infor\u00adma\u00adti\u00adon in North Rhi\u00adne-West\u00adpha\u00adlia (LDI NRW), in most cases unaut\u00adho\u00adri\u00adsed advertising.<\/p>\n<h2>How the assessment came&nbsp;about<\/h2>\n<p>The case aro\u00adse from a com\u00adplaint by a cus\u00adto\u00admer who, fol\u00adlo\u00adwing an aban\u00addo\u00adned check\u00adout pro\u00adcess, recei\u00adved no fewer than three such remin\u00adder emails from an online retail\u00ader. The retail\u00ader did not regard the\u00adse as adver\u00adti\u00adsing, but rather as a form of ser\u00advice com\u00admu\u00adni\u00adca\u00adti\u00adon in the customer\u2019s best inte\u00adrests. The data pro\u00adtec\u00adtion aut\u00adho\u00adri\u00adty took a fun\u00adda\u00admen\u00adtal\u00adly dif\u00adfe\u00adrent view and set out its reaso\u00adning in detail in its 31st Annu\u00adal Report for the year&nbsp;2025.<\/p>\n<h2>No longer in a pre-contractual relationship<\/h2>\n<p>Anyo\u00adne who lea\u00adves an online shop wit\u00adhout making a purcha\u00adse is cle\u00adar\u00adly indi\u00adca\u00adting that they do not wish to enter into a con\u00adtract. Alt\u00adhough the Gene\u00adral Data Pro\u00adtec\u00adtion Regu\u00adla\u00adti\u00adon (GDPR) per\u00admits data pro\u00adces\u00adsing in the con\u00adtext of pre-con\u00adtrac\u00adtu\u00adal mea\u00adsu\u00adres under cer\u00adtain con\u00addi\u00adti\u00adons, this basis cea\u00adses to app\u00adly as soon as the cus\u00adto\u00admer lea\u00adves the shop wit\u00adhout pla\u00adcing an order. The pre-con\u00adtrac\u00adtu\u00adal rela\u00adti\u00adonship is the\u00adr\u00ade\u00adfo\u00adre terminated.<\/p>\n<h2>Reminder emails are advertising, not a service<\/h2>\n<p>The LDI NRW cle\u00adar\u00adly clas\u00adsi\u00adfies cart aban\u00addon\u00adment emails as direct mar\u00adke\u00adting. Accor\u00adding to the defi\u00adni\u00adti\u00adon set out in an EU direc\u00adti\u00adve, this appli\u00ades to any com\u00admu\u00adni\u00adca\u00adti\u00adon made with the aim of pro\u00admo\u00adting the sale of goods or ser\u00advices. Remin\u00adder emails are desi\u00adgned to do pre\u00adcis\u00ade\u00adly that: they build on obser\u00adved purcha\u00adsing beha\u00adviour and are inten\u00added to per\u00adsua\u00adde the cus\u00adto\u00admer to make a purcha\u00adse after all. This is clas\u00adsic retargeting.<\/p>\n<p>Under the Unfair Com\u00adpe\u00adti\u00adti\u00adon Act (UWG), email adver\u00adti\u00adsing is, in prin\u00adci\u00adple, only per\u00admit\u00adted with the recipient\u2019s express con\u00adsent. Such con\u00adsent can be obtai\u00adned, for exam\u00adp\u00adle, via a check\u00adbox that must be actively ticked and a so-cal\u00adled dou\u00adble opt-in pro\u00adce\u00addu\u00adre, simi\u00adlar to sub\u00adscrib\u00ading to a newsletter.<\/p>\n<h2>Exception for existing customers<\/h2>\n<p>Howe\u00adver, the UWG does pro\u00advi\u00adde for an excep\u00adti\u00adon for exis\u00adting cus\u00adto\u00admers. Anyo\u00adne who has pre\u00advious\u00adly made a purcha\u00adse from a retail\u00ader may, under cer\u00adtain con\u00addi\u00adti\u00adons, be cont\u00adac\u00adted by email wit\u00adhout having to give new con\u00adsent. For this to app\u00adly, four con\u00addi\u00adti\u00adons must be met simultaneously:<\/p>\n<ul>\n<li>The email address was coll\u00adec\u00adted in con\u00adnec\u00adtion with a pre\u00advious purchase.<\/li>\n<li>We only adver\u00adti\u00adse our own, simi\u00adlar products.<\/li>\n<li>The cus\u00adto\u00admer has not objec\u00adted to the&nbsp;use.<\/li>\n<li>When the customer\u2019s address was coll\u00adec\u00adted, and on every sub\u00adse\u00adquent occa\u00adsi\u00adon it was used, the cus\u00adto\u00admer was cle\u00adar\u00adly infor\u00admed that they could object to its use at any time, free of charge.<\/li>\n<\/ul>\n<p>If the\u00adse con\u00addi\u00adti\u00adons are met, the trader may base the remin\u00adder email on what is known as a legi\u00adti\u00adma\u00adte inte\u00adrest under the&nbsp;GDPR.<\/p>\n<h2>What this means for online retailers<\/h2>\n<p>Online retail\u00aders who use shop\u00adping bas\u00adket remin\u00adders should careful\u00adly review their prac\u00adti\u00adces. Wit\u00adhout the cus\u00adto\u00admers\u2019 expli\u00adcit con\u00adsent or the abo\u00adve-men\u00adtio\u00adned requi\u00adre\u00adments for exis\u00adting cus\u00adto\u00admers, they risk fines and for\u00admal war\u00adnings. Anyo\u00adne who does not wish to fore\u00adgo this mar\u00adke\u00adting stra\u00adtegy should adapt their regis\u00adtra\u00adti\u00adon pro\u00adcess accor\u00addin\u00adgly and ensu\u00adre it com\u00adpli\u00ades with the law. It is advi\u00adsa\u00adble to seek indi\u00advi\u00addu\u00adal legal advice, as the requi\u00adre\u00adments may vary from case to&nbsp;case.<\/p>\n<div id=\"knp-source-attribution\">\n<p>Source: <a href=\"https:\/\/www.haufe.de\/recht\/weitere-rechtsgebiete\/warenkorberinnerungen-per-e-mail-sind-unzulaessige-werbung_216_692002.html\" rel=\"nofollow noopener\" target=\"_blank\">Hau\u00adfe:&nbsp;Law<\/a><\/p>\n<\/div>\n<div id=\"knp-ai-disclosure\">\n<p>This post and the accom\u00adpany\u00ading image were crea\u00adted with the help of AI and have been edi\u00adto\u00adri\u00adal\u00adly reviewed.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Accor\u00adding to the LDI NRW, shop\u00adping bas\u00adket remin\u00adders sent by email con\u00adsti\u00adtu\u00adte unaut\u00adho\u00adri\u00adsed adver\u00adti\u00adsing \u2013 unless exis\u00adting cus\u00adto\u00admers have given their consent.<\/p>","protected":false},"author":1,"featured_media":1030,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[436],"tags":[441,439,438,442,440,437],"class_list":["post-1650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marken-internetrecht","tag-datenschutz","tag-dsgvo","tag-e-mail-werbung","tag-online-handel","tag-uwg","tag-warenkorberinnerung"],"_links":{"self":[{"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/posts\/1650","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/comments?post=1650"}],"version-history":[{"count":0,"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/posts\/1650\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/media\/1030"}],"wp:attachment":[{"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/media?parent=1650"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/categories?post=1650"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kanzlei-reese.de\/en\/wp-json\/wp\/v2\/tags?post=1650"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}