Why was legitimate interest removed in TCF 2.2?

Legitimate interest was removed in TCF 2.2 for personalized ads and content because regulators found it was not a suitable legal basis under the GDPR for these purposes. The update requires vendors to collect explicit user consent (not rely on legitimate interest) for using personal data to create and select personalized ads and content.

This change responds to EU data protection authority rulings and aims to give users greater control and clarity over how their data is used.