The GDPR’s Legitimate Interests ground enables organizations to process personal data where necessary for their operations, provided they balance this against individuals’ rights. It offers flexibility for responsible innovation, such as fraud prevention, service improvement, and research, without always requiring consent. Organizations must conduct a Legitimate Interests Assessment (LIA) to ensure transparency, proportionality, and safeguards. When applied correctly, it supports ethical data use, fosters trust, and encourages innovation while remaining compliant with EU data protection law.

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