Curious about GDPR basics, and whether it applies to you?
Check this blog first if you are in the Frederick MD or Baltimore MD area and are looking for basics: GDPR Consulting – What you need to know
What are we looking for in this article?
I’m going to be examining company websites, looking for the following five aspects of consent in the GDPR which the ICO highlights as key changes, and which are pertinent to marketers.
- Unbundled: Consent requests must be separate from other terms and conditions. Consent should not be a precondition of signing up to a service unless necessary for that service.
- Active opt-in: Pre-ticked opt-in boxes are invalid – use unticked opt-in boxes or similar active opt-in methods (e.g. a binary choice given equal prominence).
- Granular: Give granular options to consent separately for different types of processing wherever appropriate.
- Named: Name your organisation and any third parties who will be relying on consent – even precisely defined categories of third-party organisations will not be acceptable under the GDPR.
- Easy to withdraw: Tell people they have the right to withdraw their consent at any time, and how to do this. It must be as easy to withdraw as it was to give consent. This means you will need to have simple and effective withdrawal mechanisms in place.
Unbundled consent – Who is doing it right?
Unbundled consent – Sainsbury’s
Here’s a great example from Sainsbury’s, below, flagged up in an Econsultancy articleabout supermarket account registration from Andy Favell.
Look how the white content blocks separate the clearly-headlined ‘Terms and conditions’ and ‘Contact permission’ sections. The contact permission section requires that users select a radio, either ‘yes please’ or ‘no thanks’. This is clear as day, and what the consumer likes to see when registering for an ecommerce account.
Not everything is hunky dory here, as permission for email, post, SMS and telephone is all lumped together into the same checkbox, but as far as unbundled consent is concerned (separate from T&Cs), Sainsbury’s hits the mark.