The justification the GDPR requires for any processing of personal data. For advertising the practical choices are consent and legitimate interest; regulators and courts have largely rejected legitimate interest for behavioral advertising, which is why European advertising runs on consent.
Used in The Signal
Cite this entry:
Agency Echelon. "Lawful Basis." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/lawful-basis/