What Are Best Practices for Implied Consent Collection?
What are consent collection best practices? With so many privacy laws and varying regional guidance on consent best practices, you may have realized that gathering consent works differently now than how it was previously accomplished.
It’s true that according to US email laws, companies are technically allowed to email someone without gaining their explicit consent to do so. However broader regulations such as the GDPR and CCPA obligate their subjects to do just the opposite: collect explicit consent.
In the scenario where customers are making a purchase, you can easily update your implied consent model by adding a checkbox at checkout. When customers check this box, they’re knowingly and clearly opting into marketing messages. Under privacy standards, you’re then within your rights — and the rights of consumers — to use that data for retargeting purposes.
Moving from an implied consent approach to a first-party data model isn’t just about following the rules, though. The fact is, 79% of consumers would willingly trade their personal information to a company if they received a good enough benefit in return.
The lesson here is if you can make a valuable offer to a user, you won’t have to use a soft opt-in to gather and use their personal information. They will likely share it with you themselves.
Keep Tabs on Consent with Technology
Even if you understand the difference between implied consent and its data collection counterparts, it can be tough to implement a solution to make it happen. The process needs to come first, of course. Mapping out a strategy and practical design across channels is always a practical first step.
However, you’re going to need technology to help you execute proper data collection, storage, and use. There’s just no way to keep up with the amount of data and rapid innovations without automation.
OneTrust Preference Management is designed to help marketers collect preferences, consent, and first-party data from collection points and preference centers. You can use it to centralize in a single source of truth and sync data to drive personalization, segmentation, and better campaigns.