Rights of data subjects

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For example, a company that specializes in selling clothing may use a legitimate interest to send promotional offers about new collections and sales to its customers who have previously purchased from their store. In this way, it uses a legitimate interest to maintain relationships with its customers.

However, using data without a valid reason is a violation of the regulations, which can lead to regulatory action or fines. Therefore, it is important to clearly understand the basis on which certain data is used in marketing.


The GDPR also provides for a number of rights that individuals can exercise in relation to their personal data. These include, in particular, the right of access (i.e. the right to know what personal information a company holds), the right to rectification, erasure, restriction of processing, data portability, objection and the right not to be subject to a decision based on automated processing.

In terms of marketing, the right to erasure is important. As a general rule, data should be singapore rcs data deleted after one month of receipt of the request, unless exceptions provided for in the regulation can be applied. Accordingly, if data should be deleted, then further marketing activities regarding such an individual should in most cases also be stopped.

Direct marketing
Direct marketing has been and remains one of the most common types of marketing. One of its features is that the GDPR provides for an individual's exclusive right to opt out.

While other types of marketing require you to determine whether there are exceptions to the use of your data, there are no such exceptions in direct marketing. When an individual asks to stop using their information in any way for direct marketing, it is imperative that you comply with such a request.