When You Say No, You Mean No

What's New?

On 12 October, the European Data Protection Board (EDPB) published a summary of a final Italian decision imposing a €16.7 million fine on a telecommunications company. Individuals continued receiving marketing communications after objecting or without valid consent, and some contracts and services were activated without their knowledge. The authority also identified inadequate controls over the company’s sales network and systems intended to prevent unlawful processing.

The fine was originally imposed by the Italian data protection authority in July 2020. According to the EDPB, the final decision in the matter was issued on 5 June 2026.

Why It Matters

An organisation remains responsible when marketing and sales are performed through partners. Recording an objection in the central system is insufficient if it does not reach every call centre, agent and connected platform.

Although this is an Italian decision, similar considerations apply under most privacy laws worldwide.

Recommended Action

Test whether objections are applied across all channels, block contract activation without a verified customer action, and retain evidence of each lead’s source and the consent obtained.