There's a lot of discussion about legitimate interest with the impending arrival of GDPR. I'm beginning to get a bit frustrated, because why would any decent marketer want to target anyone without legitimate interest.
Or to put it another way, why would you want to spend money on promoting to an individual that won't be interested in your product, service or solution?
Our friends at the ICO to the rescue again with common sense rather than fear. Click on the link below and you'll see their guidance on what constitutes legitimate interest.
The only issue I can see coming ahead now is that we'll all have to document where we got the data from, why we selected it and understand the impact on the data subject. Which is what we should be doing anyway....
Please don't get scared of the GDPR.
It is likely to be most appropriate where you use people’s data in ways they would reasonably expect and which have a minimal privacy impact, or where there is a compelling justification for the processing.