The GDPR does not specify changes to the legitimacy of sales prospecting. As specified by the CNIL, prospecting without prior opt-in is allowed in some cases for B2B and B2C purposes. 

In B2B communications (to professionals), it is possible to prospect with professional individual addresses (ex: marie@company.com) without obtaining consent provided that:

• the communication is sent from a dedicated IP, and
• the communication is related to the recipient's professional role, and 
• the recipient can easily unsubscribe from your messages via an unsubscribe link in the email.

In B2C communications (to consumers), sending commercial communications without obtaining consent is allowed provided that:

• the recipient is already your customer, and
• the communication concerns products or services similar to those already purchased by your recipient, and
• the recipient can easily unsubscribe from your messages via an unsubscribe link in the email.

Please consider the cases mentioned above as exceptions. Outside of these cases, consent (opt-in) is absolutely required for prospecting communications.

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