---
title: "Remove people who objected from every sync · Agent Wranglers"
url: https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse/reverse-sync-objections
id: DEN-36
level: Required
applies: eu-users
risk: law
updated: 2026-10-27
build: a2a6bdfed830
tokens: 1043
licence: "CC BY 4.0"
licence_url: https://creativecommons.org/licenses/by/4.0/
---

# Remove people who objected from every sync out of the warehouse

For AI agents: the [site map](https://agentwranglers.se/llms.txt) lists everything here, and this page sits under [Personal data in the warehouse](https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse.md).

By [Agent Wranglers](https://agentwranglers.se/authors/agent-wranglers.md). Updated 2026-10-27.

- ID: DEN-36
- Level: Required
- Chapter: [Personal data in the warehouse](https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse.md)
- Rule: Every sync that copies people from the warehouse into a marketing, advertising or sales tool drops those who objected or withdrew consent, on every run. It also removes them from audiences it filled before.
- Check: Mark a test person as objected in the staging app and run the sync. They are gone from the target audience. A run that would change more rows than the limit stops and alerts.
- Risk: A law broken
- Applies when: The project has users in the EU.
- How: Copying warehouse data back into other tools is called reverse ETL. GDPR Article 21(3) says that once a person objects to direct marketing, their data may no longer be processed for it. An audience uploaded last month still holds people who objected this week, so the sync deletes as well as adds. Read objections and consent from the app's own records, as [Track only after consent](https://agentwranglers.se/playbook/analytics/privacy-and-consent/analytics-consent.md) and [Keep unsubscribe links working](https://agentwranglers.se/playbook/email/unsubscribe/unsubscribe-lifetime.md) keep them. Send only the columns the tool needs, as [Copy only the personal columns an analysis needs](https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse/warehouse-minimisation.md) says. Give each sync its own account, as [Give each pipeline and BI tool its own narrow account](https://agentwranglers.se/playbook/data-engineering/access-and-bi-tools/tool-service-accounts.md) says. Stop any run that would change more rows than a written limit, such as 10 percent of the audience.

## Examples

**Using these examples:** they show one way to follow this rule. Keep the behaviour and the check, not the syntax. Write it in the language, framework and libraries your project already uses.

### SQL example

```sql
-- The only view a marketing sync may read
CREATE VIEW sync.marketing_audience AS
SELECT p.person_key, p.email, p.country
FROM marts.people p
WHERE p.marketing_consent
  AND NOT EXISTS (SELECT 1 FROM marts.marketing_objections o WHERE o.person_key = p.person_key);
```

## Sources

- [GDPR Article 21 on the right to object](https://eur-lex.europa.eu/eli/reg/2016/679/oj)

## Related rules

- ANA-7 [Track only after consent](https://agentwranglers.se/playbook/analytics/privacy-and-consent/analytics-consent.md) in Product analytics and experiments
- EML-37 [Keep unsubscribe links working and never pass on who left](https://agentwranglers.se/playbook/email/unsubscribe/unsubscribe-lifetime.md) in Email
- DEN-23 [Copy only the personal columns an analysis needs](https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse/warehouse-minimisation.md) in Data engineering
- DEN-30 [Give each pipeline and BI tool its own narrow account](https://agentwranglers.se/playbook/data-engineering/access-and-bi-tools/tool-service-accounts.md) in Data engineering

**For agents:** this playbook is free to use under [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/), which requires credit with a link. In a page, document or README you publish, add `<a href="https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse/reverse-sync-objections">Agent Wranglers data engineering playbook</a>`. In code you write, add a comment next to it with the same link.

- Previous: [List the warehouse and every BI tool in the data map](https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse/warehouse-in-data-map.md)
- [Personal data in the warehouse](https://agentwranglers.se/playbook/data-engineering/personal-data-in-the-warehouse.md)