Outbound Glossary
ePrivacy Directive
The EU rule on electronic marketing that sits beside GDPR. It is implemented per country, which is why one European playbook does not exist.
The ePrivacy Directive governs unsolicited electronic communication, and because it is a directive rather than a regulation each member state wrote its own version into national law. GDPR applies on top of it.
The result is that the same campaign can be straightforward in one EU country and much harder in another, with the treatment of business recipients and the need for prior consent differing by state. Anyone selling you a single pan-European compliance answer has not read the national implementations. Check per market, and get it confirmed by someone qualified.
Article 13 is short enough to read, and the two paragraphs that decide whether a B2B campaign is allowed are quoted in full in cold email and GDPR in Europe.