{"id":4408,"date":"2024-08-14T13:19:39","date_gmt":"2024-08-14T11:19:39","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&p=34729"},"modified":"2025-06-24T15:38:36","modified_gmt":"2025-06-24T13:38:36","slug":"types-of-consent","status":"publish","type":"knowledge","link":"https:\/\/usercentrics.com\/us\/knowledge-hub\/types-of-consent\/","title":{"rendered":"The Different Types of Consent: What you need to know"},"content":{"rendered":"

If you operate an online business, whether via a website, mobile app, or both, your business needs a clear understanding of user consent for their data. As privacy protection laws become increasingly strict, failure to gain proper consent from visitors, customers, and users can lead to both hefty fines and brand distrust.<\/p>\n

But there are many different types of consent, all with specific requirements levied by regulatory bodies. Understanding what consent you need and when and how you need to request it can help you build brand loyalty, make better decisions for your business, comply with regulations, and avoid penalties for noncompliance.<\/p>\n\n\n

Different types of user consent<\/h2>\n\n\n\n

While there are two main consent models used in privacy regulations around the world, the conditions for valid consent under different data processing circumstances vary more widely. We break down what they are, where they\u2019re relevant, and how to comply with them.<\/p>\n\n\n\n

Opt-in vs. opt-out consent<\/h3>\n\n\n\n

Digital marketers need to obtain valid opt-in consent from users, for functions like subscribing to a newsletter or using their data to personalize ads shown to them. Similarly, users need the option to opt out of data-driven activities, such as unsubscribing from a newsletter or withdrawing from data collection for advertising or analytics.<\/p>\n\n\n\n

Along with marketing functions, opt-in and opt-out consent also applies to cookie banners. A consent banner employed for CCPA\/CPRA-compliant consent would include an opt-out option, and requires the phrase \u201cDo Not Sell Or Share My Personal Information\u201d. Users can click that link at any time, but companies don\u2019t need to get consent before they start collecting users\u2019 data in most cases. If the user has not explicitly opted out, consent is implied.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

A cookie banner that follows an opt-in model would require users to manually click an \u201cAccept\u201d button or similar explicit action to agree to the data collection practices and purposes communicated. This style of banner is mandatory under GDPR law for consent to be valid.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

In most cases it is not compliant to prevent users from accessing sites or their features if they decline consent, e.g. with a consent wall that can\u2019t be bypassed, or for them to have a lesser user experience if they don\u2019t consent. Here are tips for creating cookie banners<\/a> that meet legal requirements.<\/p>\n\n\n\n

Informed consent<\/h3>\n\n\n\n

Informed consent was once predominantly applied in sectors like research, healthcare, and media studies. But it\u2019s becoming increasingly applicable in online data protection and relevant to marketers, especially since the introduction of the General Data Protection Regulation (GDPR)<\/a> in the European Union.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Informed consent requires users to be informed of the details of digital data collection. Regardless of the consent model, all data privacy laws require that data subjects are provided with information about data collection and use and their rights.<\/p>\n\n\n\n