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The guidance is good in places, such as emphasising that consent might not be the right legal basis, but it also contradicts the law in places and is misleading by using so many marketing examples.

Given e-privacy law applies a more specific layer of rules over GDPR, when it comes to marketing, you will only actually need opt-in consent where you cold call or cold email individuals and where you want to sell / pass on details to a third party.

You will be able to mail people using legitimate interests, contact your own customers electronically using the soft opt-in, and B2B marketing doesn't require consent. So the example of the business card in a fish bowl to win a prize is incorrect in stating that the contact details on the card can't be used for marketing. (Clearly you should be transparent re uses of the data.)

The guidance also uses marketing examples when discussing the need for explicit consent, which as we all know is only required for sensitive data (and is one ground for automated decision making as per art 22). So why use a marketing example?

I urge people to respond to the consultation not only on these points but to provide real-world examples of processing done by businesses on the basis of consent, so they can stop constantly using marketing examples!

If you allow personal data (online activity) to be passed to another data controller, (e.g. by embedding third-party sub-resources which access terminal storage) in your website, you already need opt-in consent under the ePD, and there is no exception defined there for a legitimate interest basis.

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