What is ‘consent’ – under GDPR?

Consent is the major keyword of this new piece of legislation. It is all about protecting and strengthening consumer rights and making said consumers more aware of what businesses do with their personal data. GDPR sets very high standards for consent as it is a lawful basis for processing data. Your client needs to be fully informed and aware of what data you are collecting, why you are collecting it, and what you will use it for. They also need to be given a real choice to actively opt-in and opt-out. No more pre-ticked checkboxes for getting marketing consent, for example. You’ll need to be clear and precise. Consent must be given freely, and you will need to keep a record of when and how it was given. You should review and refresh consent as appropriate.

More on this:
https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/lawful-basis-for-processing/consent/