Britanski ICO je pokrenuo postupak javnog savjetovanja za izradu kodeksa ponašanja u obradi osobnih podataka u svrhe izravnog marketinga. Postojeći kodeks se mijenja kako bi se uskladio s važećom regulativom (GDPR, Data Protection Act 2018 i PECR).

Prijedlog kodeksa je odlično štivo, a sadrži brojne korisne primjere i pojašnjenja. Posebno izdvajamo ono koje se odnosi na legitimni interes:

It is important to note that the GDPR says that direct marketing may be a legitimate interest. It does not say that it is always a legitimate interest and it does not mean that you are automatically able to apply this lawful basis to your direct marketing. Whether you can apply it depends on the particular circumstances.

The fact that direct marketing ‘may be regarded’ as a legitimate interest is likely to help you demonstrate the purpose test, as long as the marketing is carried out in compliance with e-privacy laws and other legal and industry standards.

Postupak javnog savjetovanja trajat će do ožujka ove godine.