Posts Tagged ‘lawful basis’

The UK General Data Protection Regulation (UK GDPR) has transformed B2B email marketing, particularly with the introduction of ‘legitimate interest’. Businesses can acquire an email database using this lawful base if handled meticulously, ensuring compliance with the UK GDPR. The process includes a legitimate interest assessment, source verification, continuous communication, and regular reviews. Care should be taken to ensure transparency, avoid over-reliance on legitimate interest, and to respect the right to object. Personalisation of emails is vital to retain valid interest and enhance engagement.