Certified Information Privacy Professional – Europe (CIPP/E) — Question 259

Jerry, the Chief Marketing Officer for a sports apparel and trophy company, sells products to schools and athletic clubs globally. Recently the company has decided to invest in a new line of customized sports equipment. Jerry plans to email his current customer base to offer them a discount on their first purchase of such equipment.

Jerry tells Kate, the Director of Privacy, about his plan. What is the best guidance Kate can provide to Jerry?

Answer options

• A. Permit Jerry to carry out his plan on the basis of marketing similar products to existing customers.
• B. Require Jerry to send all current customers a second notice to allow them to opt-in to marketing emails.
• C. Permit Jerry to carry out his marketing plan on the basis of legitimate interest.
• D. Require Jerry to include an option to opt out of marketing emails in the future.

Correct answer: D

Explanation

The correct answer is D because it ensures compliance with privacy regulations by giving customers the ability to opt out of future marketing communications. Options A and C may not fully comply with privacy laws, as they do not address customer consent adequately. Option B, while ensuring consent, is not as effective as providing an opt-out option.