Consent needed for electronic marketing
Speaking at the Direct Marketing Association’s (DMA) conference on 23 February, Information Commissioner, Elizabeth Denham, said that whilst the details of the new EU e-privacy regulation are still being debated, the current draft proposes opt-in as a default for all consumer marketing.
“Until the e-privacy regulation comes into force, the Privacy and Electronic Communications Regulations (PECR) will sit alongside the GDPR. That means electronic marketing will require consent. Yes, there is potential to use legitimate interests as a legal basis for processing in some circumstances, but you must be confident that you can rely on it,” Denham said.
Source: Denham: Consent needed for electronic marketing – Privacy Laws & Business