Legitimate interest or informed consent?
The majority of the direct marketing activities Scott Marketing undertake on behalf of our clients, or for our own purposes, are conducted on the basis of legitimate interest. Specifically, it is lawful under the GDPR act for a business to send direct marketing to those individuals (consumers or business) where there is reason to believe that the recipient may be encouraged to investigate the product or service which is the object of the communication.
Sometimes the recipient is concerned because they have never given specific permission for the business to have sent that communication. However, as stated above, provided the communication is itself lawful, it is not necessary that it should have been sent on the basis of informed consent. What is necessary under the act is that the recipient should have the right NOT to receive any further communication from the business, if they do not wish to do so.
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For further information, visit: https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/legitimate-interests/when-can-we-rely-on-legitimate-interests/