Which of the following is NOT a data processing operation?

The choice indicating direct marketing to consumers is not classified as a data processing operation is accurate because direct marketing is primarily an application of processed data rather than an actual operation on data itself. Data processing operations generally encompass activities like collection, storage, erasure, and alteration of data, which pertain to how data is managed and utilized.

In contrast, direct marketing involves marketing communications that leverage already processed data to reach consumers, rather than modifying or handling the data directly. It's an end-use application that relies on previously processed information to inform marketing strategies, but it does not fall under the umbrella of data processing activities.

The other options, such as the storage of personal data, data alignment and combination, and erasure of irrelevant data, clearly represent specific actions taken on data within a system, marking them as legitimate processing operations within the framework of privacy laws.