U.K. Government, Privacy and Electronic Communications Regulations 2003 (SI No 2426).
The Regulations support the Data Protection Act of 2000 by regulating the use of electronic communications for the purpose of unsolicited marketing to individuals and organizations. "Electronic communications" refer to unsolicited marketing messages sent electronically such as by telephone, fax, email and text message. The Regulations also provide rules on such matters as using calling-line identification, cookies and directories. The Regulations give consumers the right to stop unsolicited direct marketing communications.
"Under section 14 . . ., location data can only be processed by a service provider with the consent of the person being located. Such consent must also be capable of being withdrawn by the customer at any time."