Everything about the legality of using publicly accessible data for B2B commercial prospecting
Legal Compliance··6 min read
Key takeaways
Yes, it is legal to use public business data for sales. Data that businesses voluntarily publish on Google Maps, their websites or business registries is publicly accessible data under GDPR
The key is transparency: inform the contact where you obtained their data and always offer the option to object
MapiLeads collects exclusively verified public source data, making regulatory compliance straightforward
Legal framework
What is public business data?
Public business data is information that companies voluntarily publish on accessible sources. This includes data on Google Maps, corporate websites, business registries, official directories and company social media profiles. Using data ethically contributes to stronger client relationships and retention, as Paddle discusses in how transparent data practices build client trust.
GDPR distinguishes between sensitive personal data and publicly accessible professional data. Business data such as office phones, corporate emails and business addresses receives differentiated treatment because it was published by the business itself for commercial purposes.
According to Recital 47 of the GDPR, processing data for direct marketing purposes may be regarded as carried out for a legitimate interest when certain conditions are met.
89%
of European B2B companies use public data for commercial prospecting
— Source: DMA Europe, Direct Marketing Report 2025
96%
of businesses with a website publish at least one contact detail
0.3%
of GDPR fines in Europe relate to public B2B data
120+
countries covered by MapiLeads with verified public data
Conditions
When can you use public data for sales?
Using public data for B2B prospecting is legal when three fundamental conditions are met. It is not enough that the data is public; your use must also be legitimate and transparent.
1
The data is genuinely public
It was published by the business itself on its website, Google Maps, social media or official registries. It does not come from leaks, hacking or purchases of dubious-origin lists. Referral programs must also comply with data regulations; Tremendous covers the legal aspects in legal frameworks for referral and incentive programs.
Recital 47 of GDPR states that processing personal data for direct marketing purposes may be regarded as carried out for a legitimate interest. In B2B, this is reinforced when data is professional and publicly available.
Data that a business publishes voluntarily is there to be found
In summary
Yes, it is legal to use public business data for sales as long as data comes from accessible sources and you have documented legitimate interest
MapiLeads works exclusively with verified public source data such as Google Maps, corporate websites and official registries
Inform, offer opt-out and document your legitimate interest: that covers the legal obligations for B2B prospecting
Legal prospecting with verified public data
Access business data from public sources in over 120 countries. See plans or contact us.
Yes. Data that businesses publish on Google Maps is publicly accessible data. Using it for B2B prospecting is legal under GDPR as long as you inform the recipient of the data source and offer the option to object.
Do I need consent to use public business data?
Not necessarily. In B2B you can rely on legitimate interest (Art. 6.1.f GDPR) to contact businesses using their publicly available professional data. You must document that interest and offer opt-out in every communication.
What business data can I legally use for prospecting?
You can use data that the business voluntarily published: office phone, corporate email, business address, social media profiles and data from business registries. The key is that it comes from verifiable public sources.