Can I object to a company processing my data for direct marketing?

What the Law Says

UK law gives you an absolute right to object to the processing of your personal data for direct marketing purposes. This right applies regardless of whether the company relies on consent or legitimate interests as their lawful basis.

The UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 provide this right. It is absolute — meaning the organisation cannot refuse or weigh it against its own interests.

Once you object, the company must stop using your data for direct marketing without delay and at no cost to you. They must also inform you of this right clearly and separately from other information — for example, in privacy notices and marketing emails.

This right applies to all forms of direct marketing, including email, SMS, automated calls, postal mail, and online behavioural advertising.

Statutory Text

The data subject shall have the right to object, on grounds relating to his or her particular situation, at any time to processing of personal data concerning him or her for direct marketing.

— UK GDPR, Art. 21(2) — Right to object to processing for direct marketing

Statutory Text

Where personal data are processed for direct marketing purposes, the data subject shall have the right to object at any time to processing of personal data concerning him or her for such marketing, which includes profiling to the extent that it is related to such direct marketing.

— UK GDPR, Art. 21(3) — Right to object to processing for direct marketing

Statutory Text

Where the data subject objects to processing for direct marketing purposes, the personal data shall no longer be processed for such purposes.

— UK GDPR, Art. 21(3) — Right to object to processing for direct marketing

What to Do

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