# Selling B2B across Europe, inside each country’s rules

> For B2B teams selling into Czechia, Slovakia, Poland, the DACH countries, the UK and the rest of Europe: country rules for outreach, company-level identification, national registries, Sklik and budgets in local currencies.

Cold e-mail rules, visitor identification and even the search engine people use differ from one European country to the next. Demander checks the recipient’s country before every send, identifies visitors at company level only, prospects from national registries and runs Sklik for Czech search, with budgets in your own currency.

## Who this is for

B2B companies selling into Central and Eastern Europe, the DACH countries, the UK and the rest of the EU, often several of them at once. Many are based in the region themselves and sell in two or three languages.

## What usually goes wrong

Outbound playbooks written for the US assume cold e-mail is allowed with an unsubscribe link. In Czechia, Germany, Austria and Poland it needs prior consent even between companies, and other countries allow it only under conditions. Person-level visitor identification has no comparable legal basis in the EU without consent.

Then there are the practical gaps: company data that lives in national registries in national languages, Czech searches that run partly on Seznam, and budgets split across euros, crowns and złoty.

## How Demander handles it

1. **Outreach checked per recipient country.** Each contact’s country is checked against a legal matrix at enrolment and again at send. Consent always suffices; existing customers can be e-mailed about similar products where the country allows it; free-mail addresses count as private persons. Accounts that cannot be e-mailed go to ads, content and tasks for a person. See [e-mail outreach](https://demander.to/features/email-outreach/).
2. **Company-level identification only.** Visitors are identified as companies, and only with a documented legitimate-interest assessment or marketing consent. IP addresses are never stored raw, Global Privacy Control counts as no marketing consent, and the strict tracker mode stores nothing on the device before consent. See [company identification and GDPR](https://demander.to/resources/company-identification-gdpr/).
3. **National registries for prospecting.** Company searches use ARES (Czechia), RPO (Slovakia), Companies House, CVR, PRH, Bolagsverket, Brønnøysund, the French register, GEMI and the Croatian court register, with lookups in GUS REGON (Poland), Zefix (Switzerland) and CRO (Ireland). Danish and Swedish companies on the national marketing opt-out lists are left out, whatever source found them. See [prospecting](https://demander.to/features/prospecting/).
4. **Sklik for Czech search and content.** Search campaigns and the Seznam content network (banners, combined ads, contextual keywords, interest and intent categories, retargeting lists) run natively in CZK, alongside Google and the other platforms. See [Sklik](https://demander.to/platforms/sklik/).
5. **Budgets in your currency.** A workspace runs in one of eleven currencies: EUR, USD, CZK, GBP, PLN, HUF, SEK, DKK, NOK, CHF or RON. Ad accounts billed in another currency are converted at ECB reference rates refreshed daily, and you can pin a rate.
6. **Local words where they matter.** Buying-committee titles are matched in Czech, Slovak, German, Polish, French and Spanish as well as English. Unsubscribe words such as odhlásit, abmelden and wypisz are recognised in messaging, and outreach footers and platform e-mail come in English, Czech or German.

## Cold e-mail rules Demander applies, by country

A selection from the matrix the outreach gate uses. Where a country allows opt-out e-mail, the workspace also has to switch on legitimate-interest prospecting and record a completed assessment.

| Country | Without consent | Basis in the matrix |
| --- | --- | --- |
| Czechia | Blocked, existing customers aside | Act 480/2004 §7, legal persons included |
| Slovakia | Allowed with opt-out to business contacts published for that purpose | Act 452/2021 §116, with an LIA and an Art. 14 notice |
| Poland | Blocked | Electronic Communications Law, Art. 398, since November 2024 |
| Germany | Blocked | UWG §7(2), B2B included |
| Austria | Blocked | TKG 2021 §174, B2B included |
| Switzerland | Blocked | UWG Art. 3(1)(o) |
| Hungary | Blocked | Act CVIII/2001 |
| France | Allowed with opt-out if relevant to the recipient’s job | CNIL position on B2B prospecting |
| Netherlands | Allowed with opt-out for legal persons; sole traders need consent | Telecommunicatiewet 11.7 |
| United Kingdom | Allowed with opt-out for corporate subscribers; sole traders count as individuals | PECR regulation 22, with a UK GDPR LIA |
| Any country not in the matrix | Blocked | Treated as consent required |

This is how the product applies the rules, not legal advice. More countries and the reasoning: [cold e-mail rules by country](https://demander.to/resources/cold-email-rules-by-country/).

## What to expect in the first weeks

At sign-up you choose the home country and currency. In settings you record whether a legitimate-interest assessment is complete, and add the sender company, postal address and privacy policy link that go into every outreach footer. The country allow-list in the guardrails limits where campaigns may target.

Registries are mostly free, though several need a key you request from the registry; the prospecting screen shows which ones are planned for each country and where coverage is thin. Sklik connects with an account API token and needs no platform approval. The persona check flags markets where your site has no version in the local language, because ads and landing pages there will need translation.

> **Limits.** There is no searchable registry for Germany, Austria or Hungary yet; companies there come from GLEIF, Wikidata, the open web or People Data Labs. Sklik targets Czechia only, by region, with no radius targeting and no audience exclusions. Native-speaker review of copy in Central European languages is not available yet, and the checks for machine-sounding phrasing work in English only (the dash rules apply in every language).

## Which plan fits

Growth covers every ad platform, Sklik included, so Czech campaigns can run beside LinkedIn and Google. Scale suits teams selling into several countries or under several brands. On Starter, Sklik can be one of the three ad platforms. See [pricing](https://demander.to/pricing/).

## Questions

**Can Demander send cold e-mail to Czech or German companies?**

Not without consent. Both countries require prior consent for marketing e-mail, companies included, so Demander blocks the send and routes those accounts to ads, content and tasks for a person. Existing customers can be e-mailed about similar products.

**Does Demander identify individual visitors?**

No. Identification is company-level only and runs only under a documented legitimate-interest assessment or marketing consent. A person becomes known only when they identify themselves, for example by filling in a form or replying to an e-mail.

**Which currencies can a workspace use?**

EUR, USD, CZK, GBP, PLN, HUF, SEK, DKK, NOK, CHF and RON. Everything is stored in the workspace currency, and ECB rates convert ad accounts billed in another currency. Sklik always bills in CZK.

**How is AI-generated media handled under the AI Act?**

Creatives come from deterministic templates by default. AI images and video are opt-in, and every AI-generated asset is flagged for the EU AI Act Article 50 labelling and the platforms’ own AI labels.

## Related

- [Cold e-mail rules by country](https://demander.to/resources/cold-email-rules-by-country/)
- [Company identification and GDPR](https://demander.to/resources/company-identification-gdpr/)
- [Sklik (Seznam.cz)](https://demander.to/platforms/sklik/)
- [Prospecting](https://demander.to/features/prospecting/)
- [E-mail outreach](https://demander.to/features/email-outreach/)
- [Security and data](https://demander.to/security/)

---
Source: https://demander.to/use-cases/eu-and-cee-markets/ · Demander · reviewed 2026-10-02