The GDPR consent dilemma: is there an alternative?

It’s a huge burden for marketers aiming to stay on the right side of the law – and the customer – but deciphering and complying with the forthcoming changes in data protection regulations (GDPR and ePrivacy Regulation) are creating a major consent dilemma for businesses across the UK. Take heart! Here’s some help and guidance from those at the coalface who have been examining how ‘legitimate interests’ might apply.