Glossary

What is Consent?

Q: What are common misconceptions about Consent?

Common misconceptions include: Legitimate interest bypasses the need for consent. Actually, legitimate interest has specific legal requirements and doesn't apply to all processing activities. Also, Consent collected once lasts forever. Actually, consent should be refreshed periodically and can be withdrawn at any time..

The explicit permission given by users for the collection, processing, and use of their personal data, as required by privacy regulations like GDPR and CCPA.

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In Depth

Understanding the Details

Consent has become a fundamental requirement for digital marketing and data collection. Under GDPR, consent must be freely given, specific, informed, and unambiguous — meaning pre-checked boxes and implied consent don't count. Different activities may require separate consent: analytics tracking, marketing communications, and personalisation are distinct purposes. Managing consent involves collecting it properly (clear opt-in mechanisms), storing it (audit trail of when and how consent was given), respecting it (only processing data for consented purposes), and enabling withdrawal (users can revoke consent at any time). For B2B companies, consent requirements affect website tracking, email marketing, CRM data processing, and enrichment activities.

Examples

How It Works in Practice

Email marketing consent

A form includes an unchecked checkbox for marketing communications, ensuring consent is explicit. Consent timestamp and method are stored for compliance.

Progressive consent

A user consents to basic analytics on first visit. When they sign up, they're asked about marketing communications as a separate consent.

Consent withdrawal

A preference centre allows users to modify their consent choices at any time, with changes reflected immediately across all systems.

Importance

Why It Matters

Consent compliance protects your business from regulatory penalties and builds trust with customers. It's both a legal obligation and a competitive differentiator.

Misconceptions

What People Often Get Wrong

Legitimate interest bypasses the need for consent. Actually, legitimate interest has specific legal requirements and doesn't apply to all processing activities.

Consent collected once lasts forever. Actually, consent should be refreshed periodically and can be withdrawn at any time.

B2B companies have different consent requirements. Actually, privacy regulations generally apply to personal data regardless of B2B or B2C context.

Our Approach

How We Handle Consent

We implement consent collection and management that meets regulatory requirements while minimising friction and maintaining data availability for marketing operations.