5 Critical Consent Elements for Marketing Leaders

Guidances from regulatory authorities on cookies and consent keep changing regularly. As of 2021, significant updates have been made to the law of Russia, Singapore, China, Finland, Italy, Germany and Denmark.

Depends on how the applicable data regulation deals with this question. Under most data protection laws, especially those that are based on the framework of the GDPR, consent is one of the primary legal bases that can be leveraged upon for the collection and use of personal information. You can find more information about consent requirements in the state of global consent requirements guide.

The definition of a “valid consent” varies from one data protection law to another. As per the GDPR, consent must be freely-given, specific, informed and unambiguous to be qualified as valid consent. Generally, consent is valid where an individual understands the nature, purpose and consequences of the data collection and use. The individual should also have the ability to refuse or withdraw consent at any time without any detriment.