Lawful processing – Alternatives to consent

Level: Marketing tactics

Marketers looking to process personal data under the GDPR will likely face a choice between consent or legitimate interest. Using practical exercises and real-world examples, we'll take you through the choice between consent and legitimate interest, when legitimate interests are deemed appropriate, and how to balance your interests and the interests of your consumers. Finally, you'll use everything you've learnt to complete our bespoke template to conduct your own legitimate interests assessment.

Learning objectives:

• The GDPR's definition of legitimate interests
• How legitimate interests can be used for marketing
• How to choose between consent and legitimate interests

Estimated completion time: 2 hours

Course of origin: DMA Award in GDPR