For the marketer, three of the six generic examples in the GDPR (in recitals 47 to 50) of where a Controller may have a legitimate interest are of particular note. 1. Direct marketing The GDPR states, ‘the processing of personal data for direct marketing purposes may be regarded as carrie...
There are, in fact, six lawful bases for processing personal data under the GDPR. The other five relate to fulfilling contracts, complying with laws and statutory obligations, protecting lives, carrying out public authorities’ tasks and lastly, the one which is of most interest to marketers and...
No Legitimate Interest Yes; Require Consent 2 Use limited data to select advertising Yes Legitimate Interest Yes; Require Consent 3 Create profiles for personalized advertising No Legitimate Interest Yes; Require Consent 4 Use profiles to select personalized advertising No Legitimate Interest Yes; Require...
When Dun & Bradstreet uses legitimate interest as the legal ground for our data processing, we always secure this by performing a balancing assessment, that verifies and balances our interest to process the data versus the individual’s right to privacy. In general terms, this is what...
legitimate uses are restricted to the eight situations mentioned in the Act. However, legitimate interest states that organisations can process data on the condition of proportionality, meaning they do an impact assessment to balance their commercial and economic interests versus the fundamental rights an...
“consequential” or “pivotal” decisions should be given the most attention. In other words, scholars have theorized that individuals’ perception of the legitimacy of commercial use of ADM varies with their assessment of the decision’s importance in their lives. This leads to our first ...
(1) of the GDPR (as supplemented by section 19), and (c) is in the public interest (emphasis added) (Section 10(2); Schedule 1, Part 1, s 4.) This requirement will apply to any research processing of health data reliant upon the research exception, irrespective of the lawful basis ...