This Opinion analyses the criteria set down in Article 7 of Directive 95/46/EC for making data processing legitimate.
The Paper explains the growing importance of the legitimate interests legal basis for organizations, whether for routine or more complex and innovative data processing activities.
The purpose of this document is to provide a practical guide to carrying out legitimate interests assessments (LIAs) in the context of processing data in ad tech, for digital advertising generally, and for RTB, in order to help companies understand their obligations, and how to comply with them in practice.
Report identifies cases decided at the national level by Data Protection Authorities and Courts, as well as CJEU on the “legitimate interests” ground.
Guidelines aim to provide further guidance on data protection aspects in the context of the PSD2 (Second Payment Services Directive).
Guidelines provide that tracing apps must be voluntary, transparent, temporary, cybersecure, and use temporary and pseudonymised data.