A subscriber objects to marketing emails and is added to a suppression list, but a later campaign tool accidentally re-imports the address and sends promotions again. What operational lesson follows?
Select an answer to reveal the explanation.
Short Explanation
An opt-out that can be overwritten by the next CSV import is not an opt-out—it is theatre. Suppression has to stick across tools and campaigns. Treat the do-not-mail list as sacred infrastructure.
Full Explanation
GDPR Art. 21 gives data subjects an unconditional right to object to direct marketing, and processing for that purpose must stop. Operationally, controllers need durable suppression so that marketing systems, list brokers, and campaign imports cannot resurrect opted-out contacts. A suppression entry that is ignored or overwritten fails the right in practice even if a policy document claims objections are honoured.