Interactive Advertising Bureau
Knowledge Hub

GDPR Guidance: Legitimate Interests Assessments (LIA) for Digital Advertising - March 2021

Mar 25,2021
Helen Mussard
GDPRGuidance DocumentsKnowledgeHubPolicy

IAB Europe works to produce relevant guidance on the implementation of EU privacy and data protection rules applicable in the digital advertising sector. In March 2021, our Legal Committee has developed this practical GDPR Guide on legitimate interests assessments (LIAs) in collaboration with IAB UK.

This latest Guide complements our GDPR Guidance on Data Protection Impact Assessments (DPIAs).

The Guide on legitimate interests assessments (LIAs) under the GDPR is intended for companies engaged in digital advertising in the EU. It aims to provide a standardised approach to conducting an LIA that takes into account the particularities of processing and the associated risks in the industry. In particular, the Guide covers the following:

  • What an LIA is as defined in GDPR and its purpose
  • When an LIA must be carried out
  • How to go about an LIA, the process as set out in the law, and who is involved
  • Guidance on how to carry out each of the stages of the three-part ‘balancing test’ in the context of typical digital advertising data types and processing activities

It’s important to keep in mind that while there is value to standardising this approach for the sector and this Guide can be a useful starting point, it remains critical to analyse each particular circumstance objectively and in an organisation’s own terms, on a case-by-case basis.

Accessing the guide:

If you have any questions about this work, please contact Filip Sedefov at

iconDownload - 582.51 KB

Related posts

IAB Spain's Research on the State of Digital Privacy

IAB Spain have released their First Study on the State of Digital Privacy, an initiative carried out by its Data […]

Read More
PubMatic’s Building a Commerce Media Strategy – Now & Beyond Report

Commerce media has undoubtedly been one of the most eagerly discussed emerging sectors in the advertising industry over the last […]

Read More
[Watch on Demand] That’s a Wrap! Event Highlights from Our H2 2023 Virtual Programmatic Day

On the 21st of November, we were delighted to welcome over 70 stakeholders in person, with an additional 500 participants […]

Read More
1 2 3 71

IAB Europe is the European-level association for the digital marketing and advertising ecosystem

IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
Sign up for our newsletter
chevron-leftchevron-right linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram