![]() The platform also takes into account the various means through which consent is acquired, from in-person interactions, paper forms, via phone and mails to web forms, apps and the likes. With OneTrust serving as the central consent database it can be adapted to different consent models, frameworks, sectors and jurisdictions. Kabir Barday – CEO of OneTrust on LinkedIn It integrates into existing marketing and IT technologies, enabling marketers to manage the full consent lifecycle, from collection to withdrawal as the press release on the launch of the OneTrust consent management platform states. OneTrust’s consent management platform particularly of course focuses on marketing departments. On Maand, as it happens while we were writing an article on consent management tools and applications, OneTrust announced that it has officially launched its Universal Consent and Preference Management solution. OneTrust also provides other solutions such as a subject access request portal (enabling data subjects to exercise their rights and companies to deal with those requests) to name just one and OneTrust’s Universal Consent and Preference Management application has been available in Beta since some time, featuring in the OneTrust dashboard. The OneTrust Universal Consent and Preference Management consent management workflow in a nutshell – source, courtesy and more information OneTrust Most of them have of course been around since quite some time, including OneTrust. Among them are companies such as Evidon (now acquired by Crownpeak) with its Evidon Universal Consent Platform, TrustArc (previously TRUSTe) and OneTrust. Yet there is definitely a growing interest for consent management applications which often fit in an integrated modular offering of personal data protection and privacy management software. With consent management applications being one part of the overall stack of GDPR technologies and consent being a major concern in marketing, there isn’t a one-size-fits-all solution. ![]() There are ample consent management solutions and tools, some specifically built for compliance with privacy and data protection laws, others part of master data management (MDM) solutions (of which some have consent management features), several in the sphere of identity management (with consent management features too), still others as part of broader compliance solutions, the list is long. Consent management tools: the OneTrust consent management and consent preference management solution ![]() It’s clearer and clearer that with the ePrivacy Regulation consent will be needed in several marketing conditions, especially but not solely via electronic channels. Moreover, it’s not just about GDPR compliance. Moreover, it’s up to the data controller to demonstrate that consent has been given and is valid (in practice meaning an audit trail of who consented when, how, why and via which message and information regarding the purpose which on top needs to be expressed in a clear and informed, unambiguous way).Īnd there are several rules to take into account that all have an impact of consent management besides those just mentioned. Consent should be specific and granular (per purpose), distinguishable from other matters, tied to the purpose (so when the processing purpose changes, the consent needs to be asked again) and limited, to name a few.Īll this is extremely hard for many organizations with granularity being just one of many challenges to implement consent management mechanisms in practice and consent in the scope of marketing being a major headache, also since we interact with consumers via so many channels for so many purposes nowadays. By way of example: when consent is the legal ground, a data subject can withdraw consent, on top of his/her several other data subject rights such as the right to data portability and right to erasure, to name a few. Moreover, getting people to consent or reconsent of course is just part of the full consent management or consent lifecycle management picture.Ĭonsent management encompasses various ‘tasks’ and aspects. Gaining consent (or regaining it as often happens in marketing where quite some companies do ask consumers to re-consent) as such is already hard for many organizations with still quite some confusion and uncertainties as we noticed when participating in a recent data protection officer roundtable (more about that below). On top of ‘regular’ consent, as one of those legal bases, there is also a requirement for explicit consent in specific circumstances, with a de facto narrow line between both. Establishing and documenting the validity of consent is among the most widely discussed topics for marketers ahead the impending overhaul of EU privacy laws (OneTrust CEO Kabir Barday)
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