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class="dsgvo-number">DSGVO</span> <span class="dsgvo-title">E-Mail-Werbung</span></h1> </header> <div class="entry-content"> <p>Der Newsletter Versand bzw. die E-Mail-Werbung ist eine feste Konstante im Online-Marketing. Grundsätzlich gilt auch hier für die dabei anfallende Verarbeitung von personenbezogenen Daten das Verbot mit Erlaubnisvorbehalt. Die Verarbeitung ist nur rechtmäßig, wenn entweder eine Einwilligung des Betroffenen oder ein gesetzlicher Rechtfertigungsgrund gegeben ist. Dieser könnte beim Versand von E-Mail-Werbung die Wahrung von berechtigten Interessen des Verantwortlichen sein. Denn der Erwägungsgrund 47 der Datenschutz-Grundverordnung besagt ausdrücklich, dass das Gesetz auch die Verarbeitung von personenbezogenen Daten zum Zwecke der Direktwerbung als ein berechtigtes Interesse des Verantwortlichen anerkennt.</p> <p>Außerdem könnte ein solches Interesse beispielsweise vorliegen, wenn eine maßgebliche und angemessene Beziehung zwischen der betroffen Personen und dem Verantwortlichen besteht. So etwa, wenn die betroffene Person ein Kunde des Verantwortlichen ist oder in seinen Diensten steht. Daher spricht vieles für die Auslegung, dass die E-Mail-Werbung ohne eine Einwilligung zumindest bei Bestandskunden zulässig ist. Kann das Unternehmen ein berechtigtes Interesse an der Kaltakquise durch E-Mail-Werbung darlegen, so könnten die Werbemails auch an potenziellen Kunden ohne eine Einwilligung zulässig sein. Um keine weiteren Informationen mehr per Newsletter oder Mail zu erhalten, muss der angeschriebene Kunde lediglich der Verarbeitung für Zwecke der Werbung widersprechen.</p> <p>Zu beachten ist jedoch, dass gemäß Art. 95 die Datenschutz-Grundverordnung nur solange für alle datenschutzrechtlichen Belange gelten soll, sofern sich nicht besondere Regelungen mit dem gleichen Regelungsziel aus der ePrivacy-Richtlinie ergeben (vgl. auch Erwägungsgrund 173). Dies hat zur Folge, dass E-Mail-Werbung zurzeit doch nur bei Einwilligung des Betroffenen zulässig ist. (Art. 13 Abs. 1 RL 2002/58/EG) Es bleibt abzuwarten, ob die kommende ePrivacy-Verordnung hinsichtlich dieser Problematik für mehr Klarheit sorgt.</p> <p>Unabhängig davon, ob ein Unternehmen die Werbemaßnahme nachher auf ein berechtigtes Interesse oder auf eine Einwilligung stützt, ergeben sich für den Verantwortlichen dem Empfänger der E-Mail-Werbung gegenüber umfassende Informationspflichten. Diese unterscheiden sich im Inhalt je nach gewählten Rechtfertigungsgrund.</p> <div class="empfehlung-dsgvo-artikel"> <h2>Passende Artikel der DSGVO</h2>  <span><a href="https://dsgvo-gesetz.de/art-6-dsgvo/"><span class="bold-number">Art. 6 DSGVO</span> Rechtmäßigkeit der Verarbeitung</a></span> <span><a href="https://dsgvo-gesetz.de/art-7-dsgvo/"><span class="bold-number">Art. 7 DSGVO</span> Bedingungen für die Einwilligung</a></span> <span><a href="https://dsgvo-gesetz.de/art-21-dsgvo/"><span class="bold-number">Art. 21 DSGVO</span> Widerspruchsrecht</a></span> <span><a href="https://dsgvo-gesetz.de/art-95-dsgvo/"><span class="bold-number">Art. 95 DSGVO</span> Verhältnis zur Richtlinie 2002/58/EG</a></span>  </div> <div class="empfehlung-erwaegungsgruende"> <h2>Passende Erwägungsgründe</h2>  <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-32/">(<span class="bold-number">32</span>) Einwilligung</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-33/">(<span class="bold-number">33</span>) Einwilligung zur wissenschaftlichen Forschung</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-39/">(<span class="bold-number">39</span>) Grundsätze der Datenverarbeitung</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-40/">(<span class="bold-number">40</span>) Rechtmäßigkeit der Datenverarbeitung</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-41/">(<span class="bold-number">41</span>) Rechtsgrundlagen und Gesetzgebungsmaßnahmen</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-42/">(<span class="bold-number">42</span>) Beweislast und Erfordernisse einer Einwilligung</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-43/">(<span class="bold-number">43</span>) Zwanglose Einwilligung</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-47/">(<span class="bold-number">47</span>) Überwiegende berechtigte Interessen</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-171/">(<span class="bold-number">171</span>) Aufhebung der RL 95/46/EG und Übergangsbestimmungen</a></span> <span><a href="https://dsgvo-gesetz.de/erwaegungsgruende/nr-173/">(<span class="bold-number">173</span>) Verhältnis zur RL 2002/58/EG</a></span>  </div> <div class="empfehlung-externe-links"> <h2>Externe Links</h2> <p><strong>Behörden</strong></p> <ul> <li>Datenschutzkonferenz DSK ► Kurzpapier Nr. 3 – Verarbeitung personenbezogener Daten für Werbung (<a href="https://www.datenschutzkonferenz-online.de/media/kp/dsk_kpnr_3.pdf" target="_blank" rel="noopener">Link</a>)</li> <li>Datenschutzkonferenz DSK ► Orientierungshilfe zur Verarbeitung von personenbezogenen Daten für Zwecke der Direktwerbung (<a href="https://www.datenschutzkonferenz-online.de/media/oh/OH-Werbung_Februar%202022_final.pdf" target="_blank" rel="noopener">Link</a>)</li> <li>Datenschutzbehörde Bayern ► Verarbeitung personenbezogener Daten für Werbung (<a href="https://www.lda.bayern.de/media/baylda_ds-gvo_12_advertising.pdf" target="_blank" rel="noopener">Link</a>)</li> <li>Data Protection Authority UK ► Direct marketing (<a href="https://ico.org.uk/media/1555/direct-marketing-guidance.pdf" target="_blank" rel="noopener">Link</a>)</li> </ul> <p><strong>Fachbeiträge</strong></p> <ul> <li>Ryte ► Datenschutz 2018 – Was Online-Marketer wissen und tun sollten (<a href="https://de.ryte.com/magazine/datenschutz-2018-online-marketer-wissen-und-tun-sollten" target="_blank" rel="noopener">Link</a>)</li> <li>Datenschutz Notizen ► Newsletter rechtskonform versenden und konkrete Tipps zur Nutzung von MailPoet (<a href="https://www.datenschutz-notizen.de/newsletter-rechtskonform-versenden-und-konkrete-tipps-zur-nutzung-von-mailpoet-1518698/" target="_blank" rel="noopener">Link</a>)</li> <li>IHK Saarland ► Verarbeitung personenbezogener Daten zu Werbezwecken (<a href="https://www.saarland.ihk.de/ihk-saarland/Integrale?SID=CRAWLER&MODULE=Frontend.Media&ACTION=ViewMediaObject&Media.PK=7434&Media.Object.ObjectType=full" target="_blank" rel="noopener">Link</a>)</li> </ul> </div> <div class="link-to-overview"> <a class="btn btn-primary" role="button" href="https://dsgvo-gesetz.de/themen/" rel="home">Themen</a> <span class="link-description">Inhaltsverzeichnis</span> </div> <div class="feedback hidden-print"> <span class="feedback-title"><a href="https://dsgvo-gesetz.de/gf/?TB_iframe=true&height=320" title="Ihre Nachricht an uns" class="thickbox">Fehler melden</a></span> </div> </div> </article> </main> </div> </div> <footer id="colophon" class="site-footer" role="contentinfo"> <div class="site-info"> <div id="widget-area" class="widget-area" role="complementary"> <aside id="custom_html-4" class="widget_text widget-odd widget-first widget-1 seminare widget widget_custom_html"><h2 class="widget-title">Seminare</h2><div class="textwidget 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