Consent is only one of several lawful bases for data processing available under the EU General Data Protection Regulation. The others — fulfilling a contract and legitimate interest being the most popular – are often preferred to consent because consent can be withdrawn by the data subject at any time. Nonetheless, sometimes consent is the most appropriate — or only — basis for personal data processing. But opt-in consent "can be a hard sell with marketing," writes IAPP Data Protection Officer Rita Heimes, CIPP/E, CIPP/US, CIPM. In this latest installment of the DPO Confessional, Heimes dives into some of the operational nuts and bolts and what the IAPP has done to get opt-in consent for its email marketing and cookies. 
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