among CEOs and marketing executives from medium-sized and enterprise-grade companies from 27 countries in Europe (most significant number of respondents came from Denmark, France, Germany, Netherlands, and Sweden, with each country accounting for 16.7 percent of respondents)
Method of interview
Computer-assisted web interviews (CAWI)
Supplementary notes
The source does not provide survey methodology for the 2023 data.
Citation formats
GDPR legal basis used for marketing data collection in Europe 2023-2024
During a 2024 survey, ***percent of responding chief executive officers (CEOs) and marketing executives from 27 European countries said they used consent as a legal basis for marketing data collection. Legitimate interest was used by 37.2 percent of respondents.
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Piwik PRO. (May 22, 2024). Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO. "Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024." Chart. May 22, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO. (2024). Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO. "Type of General Data Protection Regulation (Gdpr) Legal Basis Used for Marketing Data Collection in Europe in 2023 and 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 22 May 2024, /statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO, Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024 ÌÇÐÄÆƽâ°æ, /statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/ (last visited July 30, 2026)
Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024 [Graph], Piwik PRO, May 22, 2024. [Online]. Available: /statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
