GDPR - Legitimate Interest
Article 6 is one of the bigger grey areas in the GDPR, but how it pertains to marketers is narrower in scope. The main thing to remember with legitimate interest is thinking about what is lawful and not lawful when processing personal information. Marketers are golden if they obtain consent and document and manage that consent. However, there are cases, such in subparagraph (f) that allow for data processing if it can be justified as a legitimate interest, especially in cases where data subjects would reasonably expect their data to be processed. (Of course, most marketing companies would be well-served to stick to consent, since the burden of proof is on companies and GDPR fines are steep.)
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