The statement asserts that Salesforce relies on legitimate interest as the primary legal basis for processing Personal Data for personalized advertising on and off its websites and for sending marketing communications including newsletters, telemarketing calls, SMS, and push notifications, with consent as a secondary basis where legally required.
This analysis describes what Salesforce's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes legitimate interest as the asserted legal basis for a broad set of marketing and advertising processing activities; GDPR supervisory authorities have issued guidance indicating that reliance on legitimate interest for direct marketing and behavioral advertising requires a documented balancing test, and may be subject to challenge or enforcement action if that test is not adequately maintained.
Interpretive note: The enforceability of legitimate interest as a legal basis for behavioral advertising and telemarketing varies by jurisdiction and is subject to ongoing regulatory guidance and enforcement; applicable law may require consent in specific countries or for specific channels.
Under this provision, Salesforce may send marketing communications and serve personalized advertising based on legitimate interest without requiring prior consent in jurisdictions where this legal basis is available. The agreement states individuals have the right to object to this processing, and Salesforce provides opt-out mechanisms via the Cookie Preferences link and unsubscribe options in marketing emails.
Cross-platform context
See how other platforms handle Legitimate Interest as Legal Basis for Personalized Advertising and Marketing and similar clauses.
Compare across platforms →"Displaying personalized advertisements and content We process your Personal Data (including Usage Data) to conduct market research, advertise to you, provide tailored/personalized information about us on and off our websites and within the services, as well as to provide other personalized content based upon your activities and interests Our legitimate interest in advertising our services or, where necessary, to the extent you have provided your prior consent... Sending marketing communications We process your Personal Data (including Usage Data) to send you marketing information, service recommendations and other non-transactional communications (e.g., marketing newsletters, telemarketing calls, SMS, in-app nudges or push notifications, information about our services, news or events) about us, our affiliates and partners Our legitimate interest in conducting direct marketing or where you have provided your prior consentExcerpt from Salesforce's Privacy Statement
(1) REGULATORY LANDSCAPE: This provision engages GDPR Article 6(1)(f) and recital 47 (legitimate interest for direct marketing), the UK ICO's guidance on legitimate interest assessments, ePrivacy Directive requirements for electronic marketing, CCPA/CPRA opt-out-of-sharing requirements, and …
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
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This provision establishes legitimate interest as the asserted legal basis for a broad set of marketing and advertising processing activities; GDPR supervisory authorities have issued guidance indicating that reliance on legitimate interest for direct marketing and behavioral advertising requires a documented balancing test, and may be subject to challenge or enforcement action if that test is not adequately maintained.
Under this provision, Salesforce may send marketing communications and serve personalized advertising based on legitimate interest without requiring prior consent in jurisdictions where this legal basis is available. The agreement states individuals have the right to object to this processing, and Salesforce provides opt-out mechanisms via the Cookie Preferences link and unsubscribe options in marketing emails.
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