What it asks for. Individuals have the right to object, on grounds relating to their particular situation, to processing based on public interest or legitimate interests, including profiling. The controller must then stop unless it demonstrates compelling legitimate grounds that override the individual's interests, or the processing is for legal claims. Where data are processed for direct marketing, the right to object is absolute, and the right must be explicitly brought to the individual's attention.
In practice. Organisations provide easy ways to object, assess objections promptly and keep suppression lists so that marketing objections are honoured everywhere. Evidence includes notices that mention the right clearly, request logs, records of the balancing decision for non-marketing objections and suppression records.
Common gaps. Marketing objections are often honoured in one channel but not others. Objections to legitimate interests processing are sometimes refused without a documented assessment.