Companies will need permission before they send junk emails and text messages in future, under proposals announced by the Government.
The measures are designed to tackle the problem of unwanted messages and adverts.
Unwanted commercial email, or spam, is a growing problem around the world. It has been estimated it accounts for as much as 40 per cent of global email traffic.
The Government is now consulting on plans to implement a European directive that gives more powers to consumers.
Under the proposals, people would have to "opt in" to receive advertising by email or mobile phone, for instance by ticking a box on promotional material.
Companies would also have to make clear when they are using "cookies" or other software that tracks which pages on a web site a user has visited and what purchases they make.
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