Typically, marketers rely on two legal grounds:

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What does a marketer need to know about GDPR?
To build a successful marketing strategy in accordance with the requirements of the GDPR, it is first necessary to understand what personal data will be collected and on what basis it should be processed. The marketer must also be sure that EU residents will be able to exercise their rights under the regulation.


consent (in the form of checkboxes under the offer to send updates or when registering a new account);
legitimate interest (for example, sending an offer to buy a new product singapore rcs data when the customer should have already run out of the one purchased previously - this is often done, for example, by contact lens stores!).
But there are also creative approaches: Meta tried to tie the display of targeted (i.e. based on the processing of user data) advertising as a form of product monetization and processing based on a contract between the user and the company. However, it seems that their attempt has not been very successful so far: recently, the Irish supervisory authority issued a decision against Meta with a fine of 390 million euros (210 for Facebook and 180 for Instagram).

The basis for the proceedings was that in 2018 Meta made changes to the Terms of Use of its services. When Facebook and Instagram users accepted them, they agreed to an agreement between them and the company regarding the use of social networks. Based on this agreement, Meta collected and processed data, including by displaying personalized advertising.

However, from the point of view of regulators, targeted advertising is not objectively necessary for the performance of the contract for the provision of Facebook and Instagram services, and therefore Meta cannot rely on such a legal basis. But more details about the grounds for processing are below.

In addition, it is important to know the GDPR requirements regarding direct marketing, targeted advertising, and the use of cookies (in Google Analytics), as these areas are most often used during marketing activities.

Keep in mind that in some countries, data regulators may be very sensitive to the use of US analytics services. In such cases, they will insist that the site collects consent for the use of statistical and analytical "third-party cookies". In particular, this has already been noted by supervisory authorities in France, Austria, Italy and Denmark.