“Legitimate interest” may be among the most confusing concepts written into the GDPR, which is not helped by the amount of incorrect interpretations available when you search for the term online. It is also an especially important concept to understand for marketing and sales organizations.

To start, let us contextualize why legitimate interest matters by looking at Article 6(1):

1. Processing shall be lawful only if and to the extent that at least one of the following applies:

(a) the data subject has given consent to the processing of his or her personal data for one or more specific purposes;

(b) processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract;

(c) processing is necessary for compliance with a legal obligation to which the controller is subject;

(d) processing is necessary in order to protect the vital interests of the data subject or of another natural person;

(e) processing is necessary for the performance of a task carried out in the public interest or in the exercise of official authority vested in the controller;

(f) processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.

Point (f) of the first subparagraph shall not apply to processing carried out by public authorities in the performance of their tasks.

For most entities deliberating whether their processing of personal data is lawful, only subparagraphs (a), (b), and (f) will be applicable. For most marketing and sales organizations who are looking to acquire new customers or users that they do not already have a contracted relationship, furthermore, only (a) and (f) will apply. The challenge with (a) is that it is difficult and expensive to actually collect consent, especially given the various requirements such as the consent must be clear, affirmative, freely given, etc. which we outline here. Abiding by all this likely drastically reduces the amount of personal data a controller or processor is able to freely process both due to subjects not opting in and the loss of prior collected data. It’s natural therefore for such organizations to look toward (f) for relief. If they could justify their data processing as a legitimate interest, wouldn’t that mean that consent is unnecessary?

The short answer is no, (a) will apply for the vast majority of marketing and sales instances instead of (f), therefore requiring consent to be collected prior to the lawful collection and processing of personal data. Let’s see why this is the case.

https://www.gdpreu.org/the-regulation/key-concepts/legitimat...

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Note added at 47 mins (2018-05-15 10:35:38 GMT)
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Prawnie usprawiedliwiony cel a prawnie uzasadnione interesy w RODO


https://odoserwis.pl/a/1145/prawnie-usprawiedliwiony-cel-a-p...

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https://newdatalabs.com/przetwarzanie-twoich-danych-osobowyc...

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