Legitimate interest is one of six lawful basis companies can rely on to lawfully process personal data as outlined in Article 6 GDPR. GDPR states that a company can process personal data if the “processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child”.