Under GDPR, companies must earn unambiguous consent in order to communicate with an EU consumer or collect data from them. However, this consent cannot be hidden in the terms and conditions language or tied to a condition of service.
Instead, consent must be clear and conspicuous. So what does that mean?
On a web page, consent language should be prominently featured immediately above or below the “submit” button where a user would request or volunteer information.
For some marketers, this will mean a fundamental reconsideration of page design and conversion opportunities. It will likely lead to a new design approval processes as companies pivot to GDPR risk mitigation strategies. Regardless, it demands that anyone collecting info from EU consumers consider the definition of “unambiguous” and re-orient sales, marketing, support and billing communications accordingly.