General Data Protection Regulation (GDPR) comes into effect on May 25, 2018 for marketers in the EU. Econsultancy’s Ben Davis has published an article detailing the GDPR information.

Davis says, “When the GDPR comes into effect on 25 May 2018, marketers in the EU (or serving people in the EU) will need to be better aware of the privacy rights for individuals and the lawful grounds for processing their personal data.

One of the six lawful grounds for personal data processing is the ‘legitimate interests of the controller or third party’, and this is the area we’ll be examining in this article, with plenty of help from the excellent Legitimate Interests Guidance produced by the Data Protection Network (sign up to download it here).

We’ll look at general examples of legitimate interests and more specific examples, too.

What are the six lawful grounds for data processing?

Article 6.1 of the GDPR defines the lawful grounds for data processing as follows:

  • Consent of the data subject
  • Processing is necessary for the performance of a contract with the data subject or to take steps to enter into a contract
  • Processing is necessary for compliance with a legal obligation“.

GDPR for marketers: Five examples of ‘Legitimate Interests’

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