Can I rely on legitimate interest for B2B marketing? Corporate & Commercial

For business to business marketing, legitimate interest may be used as your legal basis for processing work email addresses that identify individuals in their business capacity (for example, steven.brunt@beswicks.com).

This relies on you being able to demonstrate that your interest in marketing your business is balanced with the recipient’s rights and reasonable expectations. Please note that different rules apply when marketing to sole traders and some partnerships.

Legitimate interest is significantly strengthened if you have an existing relationship with your recipient, for example, if they have bought a product or service from you, you could reasonably assume that they may be interested in similar products or services. You should always include a clear ‘opt out’ link to enable them to unsubscribe if they do not require the information that you send.

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Our Commercial Law Specialists

Contact a member of the team for advice.