When it comes to lawful grounds for processing personal data, we often focus only on consent. However, there are several other grounds that may be relied upon, including legitimate interests of the data controller or a third party. We discuss the pros and cons of relying on legitimate interests and provide the latest news on work that is being done in the UK by the Data Protection Network, DMA and ISBA and ourselves together with the Information Commissioner’s Office to develop a Guide on Legitimate Interests and a Legitimate Interests Assessment form.