Consent or legitimate interest? 

There is a major, ongoing debate and some confusion around consent and legitimate interest with regard to GDPR versus PUL and the Marketing Act. Peter Berg, CEO of Paloma, suggests that you as a direct marketer can use legitimate interest for B2B, but recommends that you actively obtain consent, as this improves the quality of the communication after May 25, when GDPR enters into force.

What does PUL and the Marketing Act say about valid consent and legitimate interest in direct marketing via electronic communication?

Answer: According to PUL and the Marketing Act, you need a valid consent from the data subject to market via e-mail, text messaging and/or via automated telephone sales to the data subject. Alternatively, you may have an in-depth professional relationship with the customer. You then have a legitimate interest and have the right to carry out direct marketing to that customer. My interpretation is also that relevant B2B mails based on the person’s professional role are also subject to legitimate interest, irrespective of consent or customer relationship. My recommendation is to always seek consent as this improves the quality of the communication.

I want to customise and personalise my e-mail marketing, for example adapt my newsletter to specific target groups. What applies?

Answer: Please see above

If I use some kind of web-based marketing program that uses different depths of customer data for profiling, segmentation or target group adaptation, how to I GDPR-safeguard this?

Answer: Be transparent and inform your existing and future customers about this and give them choices about how their data is managed.

Can you give me some concrete examples of how I do that?


1) Obtain your customers’ consent to receiving direct marketing from you and your company.

2) Inform them at the time of registration that your mailings after consent has been obtained will contain targeted offerings and personalised recommendations.

3) Add information about how you use the customer data, why you use it in this manner, the advantages of disclosing the personal data to you and the options available.

4) Offer the choice between targeted and unique content based on the data subject’s interests, and non-personalised content. That way, the data subject can still subscribe to your mailings, even if he or she does not, at the time of registration, consent to being tracked. 


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Event planning & management made easy with the right software

Yes, this is it. Here is the ultimate event planning and management software, serving you with structure and sharp functions while easy to use. Manage your event within every step of the way using Magnet event planning tool online.

Event planning software – for any event

Use Magnet event planning software whether you are a professional event planner, planning business events from time to time, or setting out to create a meet up free of charge.

Free event planning software

Magnet offers free event planning software. If you want to send out invitations and set up an event registration page for a free event, you can use Magnet event planning software for free.

Affordable event planning tool when you sell tickets

If you aim to sell tickets, you will find a highly flexible ticket sales system within the tool, and a range of payment solutions to connect with. There is no curing time for Magnet event planning tool, and you can upgrade or downgrade whenever you wish.

Event Planning Software

Allowing you to manage events in every detail

To promote and manage your event and ticket sales you will have a strong line up of smart functions behind you.
This will save you time when getting as many attendees as possible to your event.

Manage everything from printing name tags to communicating important updates by SMS and checking in the guests at arrival.
All using the same event management software.

When the event is over, you will also have access to relevant data, such as metrics. And the opportunity to easily follow up on the experience of your attending guests.

Different types of tickets

Provide Early Bird tickets, discounts and discount codes on one or more tickets. Set timed tickets, add products to your ticket such as admission along with a T-shirt.
Offer a waiting list when fully booked.

Check in app

Using the check in app at the entrance you will also keep track of which and how many guests that has arrived.

Select payment method

Choose which payment method to use for each event, and set a preferred method if you have a first option.
Visa and Mastercard, Payex, Payson, Billogram, Invoicing, Economy.

Different VAT rates

Admin interface for sales, revenues and VAT, receipts, reports.

Distribute, market, and sell more tickets

Create your own event page with individual event URL, retrieve automatic map, add videos or pictures, embed on website.
Send invites, share on social media, send SMS.

Follow up on sales statistics and orders

Are there any tickets left for sale? Have a closer look at the orders, number of attendees and checked in attendees.


Facebook pixel and LinkedIN.

Event planner software free

Time to create an event?

Let’s try it out; sign up for free and start exploring. Once you’ve created an account you will have access to our help center with FAQ:s and guides.

Go create your first event.

At the centre of event & digital marketing – blog & news letter

Get in tune and keep up to date with events and digital marketing. You will find good advice, checklists and relevant reads
featured in both our blog and news letter (sign up below). If there is anything in particular you would like us to cover, please feel free to make a request.