What EU General Data Protection Regulation (GDPR) Article 6 and Recital 47 - Lawful Basis for Processing Personal Data for Direct Marketing requires
Under GDPR Article 6(1), processing personal data for marketing is only lawful if a valid basis is established, typically either explicit consent (Art. 6(1)(a)) or legitimate interest (Art. 6(1)(f)). Recital 47 clarifies that direct marketing may be considered a legitimate interest, but this requires a documented Legitimate Interest Assessment (LIA) that balances the controller's interests against the data subject's rights and freedoms.
Pillar: Data Protection & Privacy · Authority: European Parliament and Council of the European Union · Version: 1.0.0 · Last updated:
Primary source: https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32016R0679
SHA-256 integrity: 7eec7e4abb73f59342cb2296540d4f0091e32220bd8c72b16a248dc43d8caa81
Primary Citations — 7 traced to source
- EU GDPR, Article 6(1) - Lawfulness of processing
- EU GDPR, Article 6(1)(a) - Lawfulness of processing: Consent
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