Unsolicited communication is essentially something that was not sought or requested. If, for example, you have an ongoing, or recent, relationship with a business, then contact from that business might not be deemed unsolicited, as some form of consent may be present. In addition, where you have volunteered contact details in the course of completing lifestyle surveys or entering promotions, such details may have consent attached to their future use and subsequent contact may not be deemed to be unsolicited depending on what you knew and consented to when you provided them. 

If you never consented to receiving marketing communications or if you opted out of receiving marketing communications from a marketer and you still receive marketing communications from that marketer then such communications are unsolicited.