The Conference of Data Protection Authorities of the Bund and the Länder (Datenschutzkonferenz – DSK) has released a guidance paper on the processing of personal data for marketing purposes. The DSK announced that, owing to the GDPR, the detailed provisions on data processing for marketing purposes in the Federal Data Protection Act will become obsolete. Therefore, in future, the main legal basis for data processing for marketing purposes will be consent. In the context of marketing, consent will have to be assessed according to a balance of interests as provided for at Article 6(1) of the GDPR. What must be taken into account, in this respect, is whether the data subjects have been informed about their right to opt-out. According to the DSK, more intrusive measures, such as profiling, should be interpreted as being overridden by the interests of the data subject. Regardless of the balance of interests, the information requirements at Articles 13, 14 GDPR will also have to be respected.