Sweden Email Lead

Sweden Email Database Every instance of data processing requires a valid lawful basis. For direct marketing using email databases, particularly with personal business emails (e.g., [email protected]), obtaining explicit, freely given, specific, informed, and unambiguous consent (opt-in) is the most robust approach (GDPR Article 6(1)(a)). Relying on “legitimate interest” (Article 6(1)(f)) for B2B marketing databases is possible but requires a documented Legitimate Interest Assessment (LIA) showing the controller’s interests are not overridden by the data subject’s rights.

An easy opt-out must always be provided. Recent IMY enforcement actions (such as the Bonnier News case in early 2025 regarding profiling and the April 2025 criticisms of non-compliant cookie banners) highlight the need for a clear, justifiable lawful basis.  
Data Subject Rights: The database must be managed to fully facilitate individuals’ rights, including access, rectification, erasure (“right to be forgotten”), restriction of processing, data portability, and the right to object to processing (especially for direct marketing).  
Transparency and Information: Individuals must be clearly informed about how their personal data will be collected, used, stored, for what purposes, the lawful basis, and their rights.