Direct marketing continues to grow in importance as a business practice across a wide range of sectors. Such communications do, however, often entail processing of personal data and must therefore comply with applicable data protection rules. Is consent (which can prove cumbersome to rely on in practice) as a legal basis under data protection legislation always necessary to send direct marketing communications? The Regulation (EU) 2016/679 of 27 April 2016 on the protection of natural persons with regard to the processing of personal data (GDPR) is directly applicable in Belgium
