The rule.
“Where the data subject objects to processing for direct marketing purposes, the personal data shall no longer be processed for such purposes.”
Verbatim extract, read on 4 November 2026 from the source below. Everything else on this page is NorthPoint’s plain-English reading.
What it requires.
- The right to object applies at any time and covers profiling to the extent it relates to direct marketing.
- There is no balancing test: once the person objects, processing for direct marketing stops — across every channel and every audience built from their data.
Who it applies to.
Controllers processing personal data for direct marketing, whatever the lawful basis.
Common violations in marketing copy.
Unsubscribed from email, still in the retargeting audience
The objection covers direct-marketing processing, not one channel.
We will review your request within 30 days.
No review applies; processing for marketing stops.
Non-compliant vs compliant.
“You've been removed from this list. You may still receive other updates from us.”
“Done — we've stopped using your data for marketing, including ad audiences built from it.”
Related rules.
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GDPR Article 21(4) · European Union
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GDPR Article 7(3) · European Union
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GDPR Article 6(1)(f) · European Union
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ePrivacy Directive Article 13(2) · European Union
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GDPR (Regulation (EU) 2016/679) and the ePrivacy Directive 2002/58/EC.
Source.
| Instrument | Regulation (EU) 2016/679 (General Data Protection Regulation) |
|---|---|
| Provision | GDPR Article 21(2)–(3) |
| Primary source | https://www.legislation.gov.uk/eur/2016/679/article/21/adopted |
| Official text | https://eur-lex.europa.eu/eli/reg/2016/679/oj/eng |
| Read from | legislation.gov.uk's as-adopted copy of the Official Journal text (/eur/2016/679/article/N/adopted) |
| Checked |
This page is general, sourced information for marketing teams, not legal advice. The examples are written by NorthPoint to illustrate the rule; for a binding view on your own promotion, retain qualified counsel in the jurisdiction concerned.