> You are also likely to need consent under ePrivacy laws for most marketing calls or messages, website cookies or other online tracking methods, or to install apps or other software on people’s devices.
You only need consent when legit interests don't apply, so this is basically saying it isn't sufficient.
Also:
(47) … The processing of personal data strictly necessary for the purposes of preventing fraud also constitutes a legitimate interest of the data controller concerned. The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.
source: https://ico.org.uk/media/about-the-ico/consultations/2013551...
You only need consent when legit interests don't apply, so this is basically saying it isn't sufficient.
Also:
(47) … The processing of personal data strictly necessary for the purposes of preventing fraud also constitutes a legitimate interest of the data controller concerned. The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.
source: https://www.gdpreu.org/the-regulation/key-concepts/legitimat...