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My understanding is that Legitimate Interest is something defined by the GDPR lawmakers, not the IAB. If so, and now it appears that LI is not a valid legal bas
by secondcoming 5y ago
My understanding is that Legitimate Interest is something defined by the GDPR lawmakers, not the IAB. If so, and now it appears that LI is not a valid legal basis, then every business operating in Europe needs to be concerned with this ruling, not just adtech.
For example, HN probably collects my IP address under LI. Now it may be illegal for it to do that.
- ricardobeat 5y agoIt's defined in GDPR as something that 'can be reasonably expected for the business' and has 'little risk of infringing on privacy'. They specifically list fraud prevention, information security, dealing with employee data, as valid use cases. Marketing most definitely is not. This move is basically clarifying that you can't simply claim legitimate interest for most advertising purposes, which the TCF was encouraging/facilitating.