How Should Organizations Obtain Valid Consent from Users?

Type: Blog
Topic: Consent Mgmt

To obtain valid consent from users, organizations must provide clear, specific, and easily understandable consent requests. Consent must be informed, freely given, and easy to withdraw, adhering to regulations like GDPR and CCPA. Using an effective consent management platform, such as PossibleNOW’s MyPreferences, empowers organizations to efficiently capture, track, and manage consent preferences while minimizing compliance risks. 

How is User Consent Legally Defined? 

Consent, as defined by regulations like the GDPR and CCPA, is a clear, informed, and voluntary agreement by a user to allow the collection, use, or sharing of their personal data.  

• Users must have genuine choice, without being forced, pressured, or misled into providing consent. 

• Consent requests must clearly state what data will be collected, how it will be used, and whether it will be shared with third parties.  

• Consent requires an active affirmation, such as clicking “I agree” or checking a box, as opposed to passive actions like pre-checked boxes or inferred consent. 

• Regulations mandate that users must be able to withdraw their consent as easily as they gave it, allowing them to take back control of their data at any time. 

PossibleNOW’s MyPreferences captures and manages legally sound consent so that organizations can meet these standards effectively. 

Effective Ways to Obtain Consent from Users 

Obtaining valid consent involves several best practices, from crafting transparent consent requests to managing the user’s ability to update their choices.  

Crafting Clear and Understandable Consent Requests 

Consent requests should use straightforward language, avoiding legal jargon, to make sure users fully understand what they’re agreeing to. Requests should be specific, detailing what data will be collected, how it will be used, and if it will be shared with third parties. Including options to customize preferences, such as opting into specific types of communication, further enhances clarity and user control.  

A clear, user-friendly design for consent forms is equally important. MyPreferences allows organizations to create customizable, multilingual consent experiences tailored to diverse audiences, improving transparency across regions and demographics. 

How to Handle Consent Updates and Withdrawals 

For consent to remain valid, users must be able to update or withdraw it at any time. PossibleNOW’s MyPreferences platform provides seamless tools for managing updates and withdrawals, so organizations can act on changes efficiently in real time.  

By storing a user’s consent history, MyPreferences also allows for accurate auditing and tracking, making it easy to validate compliance if needed. 

Risks of Failing to Obtain Valid Consent 

Failing to secure valid consent can lead to severe consequences. Organizations risk hefty fines, legal actions, and reputational damage when they do not adhere to consent laws. With growing consumer awareness about data rights, even a single compliance issue can lead to loss of trust, customer churn, and negative publicity.  

Large penalties have been levied under GDPR and CCPA, underscoring the financial and operational risks of non-compliance. 

Avoiding Costly Penalties with a Consent Management Solution 

MyPreferences enables organizations to capture and store consent data accurately, with features that automate updates, streamline reporting, and provide real-time consent verification. This centralized approach not only reduces the administrative burden on teams but also minimizes compliance gaps, helping businesses maintain a strong, defensible position in the face of changing regulations. 

Learn more about how PossibleNOW’s consent management platform can support your compliance efforts and build lasting customer relationships. 

About PossibleNOW

PossibleNOW is the pioneer and leader in customer consent, preference, and regulatory compliance solutions. We leverage our MyPreferences technology, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the
enterprise. DNCSolution addresses Do Not Contact regulations such as TCPA, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee.

PossibleNOW’s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve customer experiences and loyalty while mitigating compliance risk.