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Consent Management: What You Need to Understand?

It’s not a new idea to do business over the internet. 

People share more and more personal information online, whether they are shopping, learning, banking, paying bills, using social media, or perhaps just browsing. 

Hence, consent management is now a buzzword that can’t be overlooked. 

Companies have talked about consent management in the context of how privacy regulations are changing quickly and how to stay in conformance as the landscapes evolve.  

Most digital companies no longer serve just one area, making things more difficult. It could be hard to figure out what information you can collect if you could store it, or how to go about it.

When customer information is collected for marketing or other offerings, a network of personal information is made. And this is where consent management comes in.

In this article, we describe consent management and also how businesses can gain from creating a robust consent management action plan.


Consent management tells consumers how your company gathers and uses their information and gives them the chance to disagree or agree with this use. 

It could be a procedure, framework, strategy, or system of rules. Managing consent in a way that is legal usually means putting more than a single best practice into place.

As per this guide on ‘Read more about managing consent’, conformance with data protection laws is the cornerstone of any consent management methodology.

The laws are – the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Both laws say how private details can be used and moved. 

These laws started a huge movement to get companies to use consent management as well as stick to it because not doing so can lead to serious penalties and fines.

Even though new privacy laws are being made, most of them are based on the GDPR and CCPA.

1. General Data Protection Regulation (GDPR)


The European Union (EU) was the first to make rules about privacy, and it still follows stringent laws and the harshest penalties.  

The GDPR is by far the most important model law in the globe. Its goal is to safeguard the basic rights and liberties of natural persons, specifically their right to be secure of personal information.

The law sets out safety and responsibility rules for processing and keeping data safe. These rules apply not only to nations in the EU, but also to all businesses which serves EU member countries’ users.

It says when it’s okay to gather and use personal details and how this data should be shared.

2. The law on cookies

The Cookie Law again is another EU directive that was passed in May 2011. It is different from the GDPR and came before it. 

The regulation is similar to GDPR in that it applies to all businesses that have web pages inside the EU or do trading in the EU. 

Cookies, which are small packets of data, are used by nearly every single website to gather data in the internet browsers of their users.

The Cookie Law says that businesses have to tell users how they use cookies and give them a chance to reject the documents. 

When the mandate took effect, people came up with different ways of meeting the rule, such as plug-ins for internet sites. 

Numerous industries still use such techniques, but they aren’t usually advanced enough just to meet the strict regulations of GDPR, which includes specific language about getting opt-in permission.

3. California Consumer Privacy Act (CCPA)


The CCPA also set up data rights to privacy that let users ask for their data to be removed or changed. 

Similar to  GDPR, the legislation is applicable to all companies which have consumers in California and not just enterprises that are based there.

Before accumulating personal information from customers, businesses must give them specific notices, let them choose not to reveal information, and give them a link that says “Don’t advertise my personal details. 

Several of the additional rules are the same as GDPR, but in contrast to GDPR, a few businesses are excluded based on size, the amount of data they purchase, obtain, or distribute, and other factors.

There are several reasons why almost every company needs to pay attention to consent management:

1. Consumers want their information and confidentiality to be clear

Even access to the internet and the right to privacy are seen as basic human rights. 

Although many rights to privacy were set up prior to the launch of data laws and digital privacy, customers are asking for more and more information about what they do online.

2. Legal problems and financial penalties can come from not following the rules

No business is excluded from privacy laws, and yet giant corporations have broken privacy laws over and over again.  

The GDPR serves as a stringent law on information security, and enterprises that do business within the EU have been fined hundreds of times for breaking it. 

For instance, if you post a photo of your free e-book right next to a copy of Gary Vaynerchuk’s book, Facebook will flag that. Why? Having a book that isn’t yours in which you don’t have consent to use their image will cause Facebook to reject the ad. 

3. It makes people believe

North Americans have less faith in businesses and their capability to keep sensitive information safe because of security breaches.

In fact, even people who may not be affected by breaches watch how companies handle them. 

Several people are of the opinion that they will stop their business collaboration with companies if they give sensitive information to other people without their permission.

Even though a suggested federal law would offer customers more rights to privacy, the US does not have national legislation that covers all aspects of data protection. Individual states and businesses are left to deal with privacy on their own.

There are 3 methods for a company to get consent: opt-in, opt-out, or a combination of the 2. They all do the same thing, which is to get the right to obtain, use, and reveal information.

1. Opt-out consent

An opt-out is an approach that is most well-known by US customers. It is a means for employers to inform customers that they gather and use the information and give them the choice to opt out when they don’t want to. 

With this choice, a consumer must do something, like deselecting a box that is already checked or completing a form, to stop their data from being accumulated and used.

The CCPA says that websites must start telling people what details they obtain and why, however, it does not say how this should be done.

It’s essential to remember that the opt-out technique is no longer permitted in the EU. This implies that businesses that do trade globally must use the opt-in method to stay in line with privacy laws. 

The GDPR says that users must be able to choose whether or not to have their data used. If you’re using personal and sensitive information, you must get explicit consent through an opt-in approach.

2. Opt-in consent

Through the opt-in approval, users must do something to confirm that they want information to be collected and used. 

This is how companies get people to agree to cookies, memberships, and other things. This alternative is less prevalent in the USA because it puts the onus on companies to get permission before processing instead of letting users give permission by default. 

As more jurisdictions and other areas make policies about privacy protection and management, it will be harder to rely on this sort of policy alone. If a company did that, it could risk not playing by the rules.

Users have more control over how their data is used when they have to manually agree to one or more of a company’s data gathering and use laws. Having a policy that is easy to understand can help establish trusting relationships.

The CCPA only says that people have the power to opt-out, which means they can tell a company to stop supplying their personal details.

3. A hybrid model

Because privacy rules are always evolving, it isn’t always clear what a business should do. 

Depending on the type of data and the manner in which it is used, a hybrid method includes components of both opt-in as well as opt-out ideas.

A business that deploys the opt-out technique unless someone is gathering personal data is a hybrid method.

In that scenario, the corporation might swap to opt-in and ask a user for transparent approval to gather and then use personal details. 

A hybrid method can assist businesses to comply with the requirements of GDPR, CCPA, as well as other laws whilst also allowing consumers authority over the confidentiality of their information. This works out well for everyone.


Your business needs can be met by solutions that are made just for it. There really is no one-size-fits-all when it concerns managing consent. 

That is why it is critical to determine a Content Management Platform (CMP) which is adaptable and can aid you in reaching your goals while having little (or no) effect on your firm’s vision and mission. 

Techniques like the capacity to alter the dialect of consent texts, surveillance of supplier threats, change in policy detection, as well as the willingness to communicate to a team of experts can make it simpler to track consent management.

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