Recently large Rashba-like spin splitting has been observed in certain bulk ferroelectrics. In contrast with the relativistic Rashba effect, the chiral spin texture and large spin-splitting of the electronic bands depend strongly on the character of the band and atomic spin-orbit coupling... We establish that this can be traced back to the so-called orbital Rashba effect, also in the bulk. This leads to an additional dependence on the orbital composition of the bands, which is crucial for a complete picture of the effect. Results from first-principles calculations on ferroelectic GeTe verify the key predictions of the model. (read more)