Lead marketplaces: consent basics for UK publishers

What to take away

What publishers are actually selling

When selling to lead marketplaces, a publisher sells an introduction with a permission trail. The buyer wants a person who expects contact and matches its criteria.

The publisher must keep evidence of the page, the form wording and the time of consent. That evidence decides whether the lead is accepted.

A marketplace may reject a lead if the person cannot be reached or did not agree to the buyer's category.

Lead marketplaces often publish acceptance criteria, but the publisher cannot see every buyer rule. The deal should state how long a record stays valid, how duplicates are handled and what proof is needed for a rejected lead.

A publisher that tracks those details can price its traffic with more confidence.

The rules that shape a UK lead sale

The ICO's direct marketing guidance explains consent, soft opt-in and the need to name the buyer or category. If you rely on consent, it must be specific and recorded. Electronic marketing is also governed by the Privacy and Electronic Communications Regulations 2003 (PECR).

If you use legitimate interests, you still need a balancing test and a clear opt-out. Our guide to legitimate interest versus consent for bought leads sets out the records to keep.

The UK GDPR text sets out the lawful bases, including consent and legitimate interests.

Finance leads sit under the FCA's Consumer Duty when the buyer gives advice or arranges products, so the lead must not mislead.

The buyer must use the data for the purpose the person agreed to and keep its own record.

If a publisher sends data without a clear basis, both sides carry risk. A short data sharing agreement should name the categories, the retention period and the deletion route.

Payment models and what affects publisher revenue

Publisher lead revenue share is not one number. It depends on the sector, the buyer's close rate and the quality checks.

A finance lead may pay more than a general insurance enquiry, but the buyer will audit consent.

A legal lead may pay per qualified call rather than per form. A sale-based deal pays later and needs a tracking clause.

Ask what happens when a lead is rejected, duplicated or refunded.

Cost per lead varies by sector and deal terms; our cost per lead benchmarks discuss what buyers pay by sector.

If a buyer rejects leads after a quality check, the publisher carries the cost of that traffic.

The contract should state the rejection reasons and the evidence needed to challenge a decision.

A publisher that records source, consent and call outcomes can compare net revenue across buyers. That record also supports a fairer revenue share in the next negotiation.

A checklist before you connect traffic

Common questions

Do I need consent to sell leads in the UK?

You need a lawful basis, and consent is the safest route for third-party marketing. If you rely on legitimate interests, record the assessment and offer a clear opt-out. The ICO's guidance applies to electronic marketing.

What data must I give a lead buyer?

Give only the data the buyer needs and that the person agreed to share. That usually means contact details, the enquiry topic, location and the consent record. Do not pass special category data without a separate condition.

How much can a UK publisher earn per lead?

There is no single rate. Finance, legal and education leads often pay more than general consumer leads, but rejection and refund rules reduce the net figure. Model the accepted rate, not the advertised rate.

Which sectors pay best for publisher leads?

Sectors with high customer value and strict advice rules tend to pay more. That includes mortgages, personal injury, insolvency and some education courses. Check the buyer's permissions and the advert claims before you send traffic.