According to OneTrust, consent and preference management has become more important to organisations in recent years. In a recent survey, the leading privacy platform stated only 9% of respondents rated consent management as ‘unimportant,’ marking a 50% decrease compared to 2020. Conversely, a substantial 73% of respondents now consider consent and preference management as ‘important’ or even ‘most important’ when compared to other aspects of data and marketing.
We’ve recently discussed on our blog that mitigating regulatory risk requires a thoroughly managed and up-to-date consent process. Every business must navigate the often complex landscape of data protection laws to avoid hefty fines and, ultimately, nurture trust with new and existing customers. Consent management is a systematic process that empowers customers to decide what personal information they are willing to share with a business.
As more companies navigate the world of data protection regulations, from GDPR to CCPA and LGPD, it becomes evident to key stakeholders and leaders that complying with these regulations is not only imperative for safeguarding customer trust but ultimately growing the business so it’s in a position to thrive. Companies must collect and manage customer consent while adhering to stringent data processing standards, however, consent management must not be confused with preference management.
While consent management and preference management share some similarities, they also have distinct differences. Consent management focuses on obtaining customer consent to collect, store, and process personal data for marketing purposes, often referred to as “opt-in” consent. On the other hand, preference management empowers users to make choices about communication in terms of frequency, topics and preferences.
General Data Protection Regulation (GDPR) states that consent is one of six lawful bases for processing customer data. In most cases, obtaining consent is the optimal way for a business to process personal data. However, GDPR allows for five more legal bases to process data when consent is not feasible: contract, legal obligation, vital interests, public task, or legitimate interests.
Consent: Obtaining explicit permission from individuals is often the preferred way to process personal data.
Contract: Processing data is permissible when it’s necessary to fulfil a contract with the individual.
Legal Obligation: Processing data may be required by law or regulation.
Vital Interests: Data processing is allowed when it is necessary to protect someone’s life.
Public Task: Public authorities may process data as part of their official duties.
Legitimate Interests: Data processing is permitted if there is a legitimate reason, provided it doesn’t infringe on an individual’s rights and interests.
A consent management platform (CMP) controls user consent on websites, giving your business the ability to manage and control customer, user, and visitor data privacy preferences with a clear picture across all data-capture channels, whether that’s online forms, email sign-ups, mobile apps and third-party services. A CMP also frees up valuable resources, allowing you to put privacy at the heart of consumer trust whilst adhering to relevant privacy laws.
At some point, we’ve all seen the negative effects of a poorly configured cookie banner that interrupts our browsing experience. Whether there is a news story that you want to read but can’t access the ‘accept’ button, or a banner that doesn’t respond to a mobile device’s screen size or a popup that reappears every few seconds, it’s important to keep in mind a subpar consent experience can erode trust in your brand. Users may question your commitment to their privacy and data protection if they repeatedly encounter poorly implemented consent mechanisms.
This is exactly why we always state that a CMP is an invaluable tool for any business, especially in today’s constantly plugged-in world, however, the implementation is everything. The Data Privacy Group’s privacy experts deliver tailored data privacy services, including consent management solutions. We take the time to get to know you, understand your needs and choose the right CMP for your business. From helping you meet privacy regulations across the globe to nurturing customer trust and loyalty, we simplify the process of managing consent so you can focus on growing your business. If you’d like to learn more about us and how we can help you, please send us a message and we’ll get back to you as soon as possible.
