{"id":15845,"date":"2020-09-16T12:50:45","date_gmt":"2020-09-16T11:50:45","guid":{"rendered":"https:\/\/www.rosello-mallol.com\/?p=15845"},"modified":"2023-04-27T12:09:35","modified_gmt":"2023-04-27T11:09:35","slug":"rgpd-interes-legitimo-e-emailmarketing","status":"publish","type":"post","link":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/","title":{"rendered":"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing"},"content":{"rendered":"\n

El inter\u00e9s leg\u00edtimo<\/strong> suele ser una figura algo desconocida por los Departamentos o responsables de Marketing y realmente es algo a explorar, pues permite (atenci\u00f3n) el env\u00edo de comunicaciones comerciales sin el consentimiento del receptor.<\/strong><\/p>\n\n\n\n

Si nos centramos en las campa\u00f1as de email marketing en el sector del B2C y consideramos el email como un dato personal, debemos considerar que el RGPD permite hasta seis supuestos<\/strong> para el tratamiento o uso de datos personales de manera legal. <\/p>\n\n\n\n

Estos seis casos son completamente independientes por lo que si se cumple uno, no hace falta que se cumpla otro. Entre dichos supuestos nos encontramos tanto el consentimiento, como el inter\u00e9s leg\u00edtimo (adem\u00e1s de 4 adicionales).<\/p>\n\n\n\n

Es muy conocido que con la entrada en vigor del RGPD, all\u00e1 por mayo de 2018, nuestras bandejas de entradas se llenaron de mails de empresas pidiendo el consentimiento para poder seguir mandando publicidad o comunicaciones comerciales. Muchas de estas empresas, realmente no exploraron la v\u00eda del inter\u00e9s leg\u00edtimo.<\/p>\n\n\n\n

\u00bfCu\u00e1ndo puede usarse el inter\u00e9s leg\u00edtimo en una campa\u00f1a de Email marketing?<\/h2>\n\n\n\n

Como decimos, si se dan los supuestos que recogemos a continuaci\u00f3n, ser\u00e1 aplicable la regla del inter\u00e9s leg\u00edtimo, no siendo necesario pues, el consentimiento expreso del receptor para el env\u00edo de campa\u00f1as publicitarias por email.<\/p>\n\n\n\n

Estos son los condicionantes:<\/p>\n\n\n\n

    \n
  1. El receptor debe ser un cliente vigente <\/strong>de la empresa que env\u00eda la comunicaci\u00f3n comercial. Es importante decir aqu\u00ed que la Agencia Espa\u00f1ola de Protecci\u00f3n de Datos, requiere que esta vinculaci\u00f3n comercial sea vigente. Por tanto esta regla no puede aplicarse para el caso de antiguos clientes o, por supuesto, en caso de meros leads.<\/li>\n\n\n\n
  2. La publicidad debe versar de productos o servicios similares<\/strong> a los que hubiera adquirido o contratado el cliente en primer lugar. Siendo esta una descripci\u00f3n algo subjetiva, la AEPD nos recuerda que esta similitud debe ser de acuerdo a los criterios del receptor y no del emisor de la publicidad. Cualquier empresa le podr\u00edan parecer dos productos \u201csimilares\u201d con el fin de ahorrarse el consentimiento.<\/li>\n\n\n\n
  3. La publicidad s\u00f3lo puede ser de la misma empresa<\/strong> con que originariamente se contrat\u00f3 o compr\u00f3. Esto excluye usar el inter\u00e9s leg\u00edtimo para enviar publicidad de colaboradores, empresas del grupo o similares.<\/li>\n\n\n\n
  4. Da la opci\u00f3n de baja<\/strong> en cada comunicaci\u00f3n comercial.<\/li>\n\n\n\n
  5. Por \u00faltimo, cuando recojas los datos del cliente, explica muy bien lo que vas a hacer con ellos y justifica de manera clara, este inter\u00e9s leg\u00edtimo.<\/strong> Por muy cliente que sea sino explicas que vas a hacer un uso comercial de sus datos, estar\u00edas incumplimiento el RGPD.<\/li>\n<\/ol>\n\n\n\n

    Quien creo que lo expuesto mejor a nivel de autoridades de protecci\u00f3n de datos, es la inglesa. Consulta el tratamiento del inter\u00e9s leg\u00edtimo por las autoridades inglesas<\/a>.<\/p>\n\n\n\n

    Si todo esto se cumple, no necesitas el consentimiento expreso para tus campa\u00f1as de Email Marketing.<\/p>\n\n\n\n

    Si necesitas asesoramiento en tus campa\u00f1as de Emailmarketing, cont\u00e1ctanos aqu\u00ed<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    El inter\u00e9s leg\u00edtimo suele ser una figura algo desconocida por los Departamentos o responsables de Marketing y realmente es algo a explorar, pues permite (atenci\u00f3n) el env\u00edo de comunicaciones comerciales sin el consentimiento del receptor. Si nos centramos en las campa\u00f1as de email marketing en el sector del B2C y consideramos el email como un […]<\/p>\n","protected":false},"author":6,"featured_media":15922,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_joinchat":[],"footnotes":""},"categories":[209],"tags":[389,391,399,236],"class_list":["post-15845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-emailmarketing","tag-interes-legitimo-2","tag-privacidad-2","tag-rgpd-es"],"yoast_head":"\nRGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing - Rosell\u00f3 Mallol<\/title>\n<meta name=\"description\" content=\"El inter\u00e9s leg\u00edtimo permite el env\u00edo de comunicaciones comerciales sin el consentimiento del receptor. Aqu\u00ed te explicamos c\u00f3mo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing\" \/>\n<meta property=\"og:description\" content=\"El inter\u00e9s leg\u00edtimo suele ser una figura algo desconocida por los Departamentos o responsables de Marketing y realmente es algo a explorar, pues permite\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Rosell\u00f3 Mallol\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-16T11:50:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-27T11:09:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"DespatxRM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@vic_rosello\" \/>\n<meta name=\"twitter:site\" content=\"@vic_rosello\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"DespatxRM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing - Rosell\u00f3 Mallol","description":"El inter\u00e9s leg\u00edtimo permite el env\u00edo de comunicaciones comerciales sin el consentimiento del receptor. Aqu\u00ed te explicamos c\u00f3mo.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/","og_locale":"es_ES","og_type":"article","og_title":"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing","og_description":"El inter\u00e9s leg\u00edtimo suele ser una figura algo desconocida por los Departamentos o responsables de Marketing y realmente es algo a explorar, pues permite","og_url":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/","og_site_name":"Rosell\u00f3 Mallol","article_published_time":"2020-09-16T11:50:45+00:00","article_modified_time":"2023-04-27T11:09:35+00:00","og_image":[{"width":800,"height":533,"url":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg","type":"image\/jpeg"}],"author":"DespatxRM","twitter_card":"summary_large_image","twitter_creator":"@vic_rosello","twitter_site":"@vic_rosello","twitter_misc":{"Escrito por":"DespatxRM","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#article","isPartOf":{"@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/"},"author":{"name":"DespatxRM","@id":"https:\/\/www.rosello-mallol.com\/es\/#\/schema\/person\/594f32415eefd4edf26d6f2f2ad25ad3"},"headline":"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing","datePublished":"2020-09-16T11:50:45+00:00","dateModified":"2023-04-27T11:09:35+00:00","mainEntityOfPage":{"@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/"},"wordCount":521,"publisher":{"@id":"https:\/\/www.rosello-mallol.com\/es\/#organization"},"image":{"@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg","keywords":["emailmarketing","inter\u00e9s leg\u00edtimo","privacidad","RGPD"],"articleSection":["Blog"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/","url":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/","name":"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing - Rosell\u00f3 Mallol","isPartOf":{"@id":"https:\/\/www.rosello-mallol.com\/es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#primaryimage"},"image":{"@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg","datePublished":"2020-09-16T11:50:45+00:00","dateModified":"2023-04-27T11:09:35+00:00","description":"El inter\u00e9s leg\u00edtimo permite el env\u00edo de comunicaciones comerciales sin el consentimiento del receptor. Aqu\u00ed te explicamos c\u00f3mo.","breadcrumb":{"@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#primaryimage","url":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg","contentUrl":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg","width":800,"height":533,"caption":"contratos de software"},{"@type":"BreadcrumbList","@id":"https:\/\/www.rosello-mallol.com\/es\/rgpd-interes-legitimo-e-emailmarketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Inici","item":"https:\/\/www.rosello-mallol.com\/es\/"},{"@type":"ListItem","position":2,"name":"RGPD. Inter\u00e9s leg\u00edtimo e Emailmarketing"}]},{"@type":"WebSite","@id":"https:\/\/www.rosello-mallol.com\/es\/#website","url":"https:\/\/www.rosello-mallol.com\/es\/","name":"Rosell\u00f3 Mallol","description":"Despatx advocats experts en TIC i Protecci\u00f3 de dades","publisher":{"@id":"https:\/\/www.rosello-mallol.com\/es\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rosello-mallol.com\/es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/www.rosello-mallol.com\/es\/#organization","name":"Rosell\u00f3 Mallol - Advocats especialistes en dret digital","url":"https:\/\/www.rosello-mallol.com\/es\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.rosello-mallol.com\/es\/#\/schema\/logo\/image\/","url":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/logo-definitiu-web.png","contentUrl":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/logo-definitiu-web.png","width":4000,"height":736,"caption":"Rosell\u00f3 Mallol - Advocats especialistes en dret digital"},"image":{"@id":"https:\/\/www.rosello-mallol.com\/es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/vic_rosello","https:\/\/www.instagram.com\/rosellomallol\/","https:\/\/www.linkedin.com\/in\/victorrosello\/","https:\/\/www.youtube.com\/channel\/UCxcqAdksWzsEaZ5UYoFJd0Q\/featured"]},{"@type":"Person","@id":"https:\/\/www.rosello-mallol.com\/es\/#\/schema\/person\/594f32415eefd4edf26d6f2f2ad25ad3","name":"DespatxRM","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/514c88e026ea3d52a2f2e8160d0a6a33ddffa36275325c971e52c19709a18d74?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/514c88e026ea3d52a2f2e8160d0a6a33ddffa36275325c971e52c19709a18d74?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/514c88e026ea3d52a2f2e8160d0a6a33ddffa36275325c971e52c19709a18d74?s=96&d=mm&r=g","caption":"DespatxRM"},"url":"https:\/\/www.rosello-mallol.com\/es\/author\/despatxrm\/"}]}},"jetpack_featured_media_url":"https:\/\/www.rosello-mallol.com\/wp-content\/uploads\/interes-legitimo-RGPD-email-marketing-1.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/posts\/15845","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/comments?post=15845"}],"version-history":[{"count":0,"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/posts\/15845\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/media\/15922"}],"wp:attachment":[{"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/media?parent=15845"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/categories?post=15845"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rosello-mallol.com\/es\/wp-json\/wp\/v2\/tags?post=15845"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}