You will learn the following about legitimate interests:

  • What GDPR Legitimate Interest is, when to use it, conditions of use, how to apply it
  • Principles of the balancing test and how to conduct one
  • Which marketing channels it applies to and if it is relevant for B2B and third party marketing
  • Real world examples - what opt out statements others are using, where they are placing them, how they are documenting their reasons for relying on legitimate interest


< half day (2 CPD hours)

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Course Information


This is a two hour evening course running between 18:00 - 20:00

Overview - What is happening and why?

  • Key tenets of GDPR
  • Six legal conditions for processing data and which ones apply to marketing
  • Why there is confusion between Consent and Legitimate Interests for marketing communications

What Legitimate Interests is and when to choose it

  • Definition of Legitimate Interests and what it practically means (opt out)
  • When it is appropriate to choose it
  • Responsibilities if you choose it to process data
  • How tenets of accountability and transparency affect communication around legitimate interest

The three part test and questions to ask to guide decision making

  • Purpose test
  • Necessity test
  • Balancing test
  • Example Legitimate Interests Assessment documents to record answers and decisions

Marketing Channels that Legitimate Interests applies to

  • Channels where Legitimate Interests can be a clear choice to rely on to process data
  • Channels where PECR and EPrivacy laws also have to be considered if choosing Legitimate Interest to process data
  • Channels where Legitimate Interests may not be the right choice for processing data and Consent could be a better alternative

Practical examples to show how others are applying legitimate interest

  • Example wording/positioning for opt out statements and communication on use of legitimate interest
  • Creative treatments to communicate use of legitimate interest
  • How to action and document an opt out request

Answers to Frequently Asked Questions

  • Do I have to put an opt out box and statement at the point of data collection or can I just explain how to opt out in my privacy policy?
  • How long can I store and process data for if I collect it using Legitimate Interests?
  • Do I need to get fresh permission from my customers after May 2018 if I am relying on Legitimate Interests
  • Can I call upon Legitimate Interests for profiling?
  • Does legitimate interest apply to B2B and 3rd party marketing?

Who Should Attend

This course is designed for delegates with marketing or compliance responsibilities at all levels.


Lara Bonney, Chief Marketing Officer, Long Tall Sally

Lara is a data veteran, having worked on both sides of the fence as Chief Marketing Officer for global fashion brand Long Tall Sally and Managing Director of data solutions business Epsilon Abacus.

Lara was a founder of the Abacus Alliance that pioneered transactional data sharing in the UK 20 years ago and has worked for some of the country’s leading data businesses. Prior to Epsilon Abacus, Lara was Group Account Director at Claritas (now Acxiom), managing account teams to sell data driven solutions for the multi-channel retail and charity sectors, and Account Director at NDL, selling data solutions to financial companies.

She is an advocate of the GDPR, having evolved the Abacus Alliance data sharing model to be GDPR compliant and supported Long Tall Sally through practical GDPR changes. She is an active industry participant, currently serving as a Board member of the Data Protection Network.


London (W1W 8SS)

Why do it with the IDM?

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