Where personal data is used for the purpose of marketing, the data protection rules apply. Therefore, the marketer must ensure they have legal grounds. Applicable legal grounds include consent or legitimate interests. The marketer must also adhere to other requirements under data protection law including information provision, security, retention and deletion (as well as the data subject’s rights).
Read more about using personal data for digital marketing specifically in the ePrivacy: electronic marketing rules section.
Next up: ePrivacy: electronic marketing rules