Do privacy laws forbid personalization?

Privacy laws don't forbid personalization; they regulate it. Like maritime navigation rules that don't prohibit sailing but establish how to do it safely, regulations require transparency, consent, and purpose limitation for personalized communications.

**GDPR** allows personalization with lawful basis. If subscribers consent to marketing with personalization, you're covered. Legitimate interest can also apply if personalization genuinely benefits recipients and isn't excessive. You need documented basis and disclosure.

What's restricted: profiling that produces legal or significant effects requires **explicit consent**. Automated decision-making affecting individuals needs human review options. Basic email personalization (using first names, product recommendations, behavior-based content) falls well within acceptable practices with proper consent.