Right to object

What it means

Article 21(2) and (3) of the GDPR give people the right to object at any time to processing of their personal data for direct marketing, and once they object the data may no longer be processed for that purpose. The UK's ICO describes it as an absolute right; unlike other objections, the business cannot argue a compelling reason to continue. Article 21(4) requires the right to be brought explicitly to the person's attention at the latest at the first communication.

In email the unsubscribe link is the usual way to exercise it, as France's CNIL illustrates with a shopper who stops a store's promotions from the link at the bottom of its email. An objection should lead to suppression, not deletion, so the address is not mailed again if it reappears.