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Rig​ht to Object (Section 40)​​

At a glance:

Individuals have the right to object to:​​
* in writing at any time to the processing of personal data concerning him;
* direct marketing (including profiling).
In brief:
* Data subjects have the right to object, on grounds relating to their particular situation, to the processing of personal data.
The controller must cease such processing unless the controller demonstrates compelling legitimate grounds for the processing which override the interests, rights and freedoms of the data subject; or requires the data in order to establish, exercise or defend legal rights.