A person objects to use of their email for direct marketing. What is the GDPR-aligned outcome?
Select an answer to reveal the explanation.
Short Explanation
Say no to the marketing emails and the faucet should shut off—GDPR gives a strong objection right here. No 'but we have a coupon' workaround. Marketing stop means stop.
Full Explanation
Where a person objects to processing of their personal data for direct marketing, the controller must stop processing that personal data for direct marketing purposes. The right to object is particularly strong in that context: once the objection is received, continuing promotional emails or similar outreach linked to that personal data is not cured by commercial incentives.
Controllers may not continue marketing merely because a loyalty discount is offered after the objection. Objection is not invalid for lack of a wet-ink notarised form; ordinary clear communication channels suffice. Direct-marketing objections are not limited to postal mail—they apply to electronic mail and other marketing channels using personal data.
Exam caveat: marketing objection means stop—no CRM “nurture exception” on the exam. Operational check: suppress the identifier across email, SMS, and postal campaigns; propagate the stop to processors and partners; test that the next campaign file excludes the objector; keep evidence of suppression. Civic and commercial mailers reaching residents should treat opt-out as a dignity and autonomy control, recording why coupon-based workarounds were rejected as non-compliant.