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I know In Shared Data Extensions, I can right click a folder and give permission to a business unit.

But within the same business unit, how can I assign different permissions to different users so they can only access certain data extension folders or data extensions?

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As per the SFMC roles and permission guide there is no way to restrict the permissions to access certain Data Extensions or certain folders.

However you can create custom roles to restrict the users from accessing the Data Extensions completely. You can also manually check and uncheck the permissions box under Admin > My Users.

References

- Custom roles

- Mapping legacy for roles and permissions

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