Consent is one of the six lawful bases, and it comes with strict conditions. To be valid, consent must be freely given, specific, informed and unambiguous, and given through a clear affirmative action.<\/p>\n
Pre-ticked boxes, silence, or inactivity do not count as consent. People must be able to withdraw consent at any time, and it should be as easy to withdraw as it was to give.<\/p>\n
Because valid consent can be hard to obtain and to evidence, another lawful basis such as contract or legitimate interests is often a better fit. Use consent when it genuinely applies, and keep a record of what people agreed to.<\/p>\n
A website shows a cookie banner with analytics and marketing cookies already switched on. That is not valid consent, because it must be a clear opt-in choice rather than a pre-ticked default. 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