Marketing disclosure, consent & dark patterns · Core
Purpose limitation
Also called: limited purpose, use limitation
ELI5
Using personal data only for specified legitimate purposes unless a valid basis supports more.
Used in conversation
“Can we state who receives the right created by purpose limitation, and when it applies?”
Pitch context
You will see “Purpose limitation” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches marketing disclosure, consent & dark patterns.
Why it matters: In marketing disclosure, consent & dark patterns, a loose definition can change rights, obligations, approval, disclosure or enforceability.
Caution
Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.
Sources & evidence · 8
Direct term-level sources and supporting source families.
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceDirect source · primary · checked 2026-08-16
- National Institute of Standards and Technology — Computer Security Resource Center GlossaryDirect source · primary · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16
- OECD — G20/OECD Principles of Corporate Governance 2023Supporting source family · institutional · checked 2026-08-16
- U.S. Securities and Exchange Commission — EDGAR and filing resourcesSupporting source family · primary · checked 2026-08-16