Consent: Getting It Right
When you rely on consent, the law sets a high bar. It must be a freely given, specific, informed and unambiguous choice — a real opt-in, not an assumption.
This article explains what good consent looks like in practice. It is general guidance rather than legal advice.
What Valid Consent Requires
- A clear affirmative action, such as ticking an unticked box.
- Plain language describing exactly what people agree to.
- Separate consent for separate purposes.
- A named reference to who will use the data.
- An easy way to withdraw at any time.
Practices to Avoid
Pre-ticked boxes, bundled consent buried in terms and conditions, and silence treated as agreement are all non-compliant. If withdrawing consent is harder than giving it, that is a problem too.
Keeping Records
You should be able to show who consented, when, what they were told and how they did it. Good systems log this automatically so you have evidence if the ICO ever asks.
Frequently Asked Questions
How long does consent last?
There is no fixed expiry, but consent can go stale. Refreshing it periodically and acting on withdrawals promptly keeps it valid.
Do I need consent for everything?
No. Consent is only one of six lawful bases. Often contract or legitimate interests is more appropriate.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.