GDPR Maintains Legitimate Interest, But Limits on Behavioural Advertising Tighten
· 23h ago · Originally reported by Tomorrow's Publisher
The General Data Protection Regulation (GDPR) continues to allow 'legitimate interest' as a legal basis for data processing. However, recent developments indicate that behavioural advertising faces increasing restrictions under privacy rules.
Why it matters
This matters because it signals a shift in how digital ads can target users in Europe, potentially impacting ad revenues and requiring changes to data practices.
Explain it like I’m new here
It's like the rules for sharing snacks at school got stricter, so you can't give out treats to everyone unless you have a really good reason.
Read the original at Tomorrow's Publisher
Terms in this story
Legitimate interest
Legitimate interest is one of the GDPR's six lawful bases for processing personal data, allowing processing without consent when it is necessary for a genuine interest not overridden by the individual's rights.
GDPR
The GDPR (General Data Protection Regulation) is the European Union's data protection law, applying since May 2018, which governs how organisations collect and use personal data about people in the EU.
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