In the European Union, the GDPR directive has been established in 2016. Its aim is to give control to individuals over their personal data. As consequence, all web services had to be upgraded and ask users to give consent to allow the companies to use their personal data. As the data shows, users don’t behave really responsibly. Below you can see how the percentage of users made decisions about reading and accepting the terms on a typical internet page.

Read the terms entirely


Fly over text and accept


Accept without reading


Do not accept the terms


Lesson goals and objectives

In this lesson you will learn:

  • what consent is
  • what are the types of consent
  • how cookies work

We know that different companies try to use our data. How do they do it? They use cookies. The following video explains what cookies are and how do companies use them.


Every website must get a consent from each user to set the cookie and use their data. Some cookies are essential for a web site to work, some aren’t. But what is a consent?

According to Article 4 (8) of the GDPR, consent means any freely given specific, informed and explicit indication of his or her wishes by which the data subject, either by a statement or by clear affirmative action, signifies agreement to personal data relating to them being processed.

As websites use cookies for different purposes, users must agree for each purpose separately or all together.

Users must give consent for all purposes. Image by Gerd Altmann from Pixabay

The Consent types

There are different types of consent that can be given:

  • Explicit Consent – is also known as direct consent. The user is shown the option to agree or disagree with the terms of use and with that the collection, use, or disclosure of personal information.
  • Implicit Consent – is given by your actions in a way that is obvious or the expectations to give the consent are reasonable. For example – if you provide a donation to a charity organization it is reasonable that you provide them the data (and with this a consent) to use this data in order to give you a tax receipt.
  • Opt-out consent – the user is giving a consent by not declining a consent. Many websites are getting consent for using users’ data for other purposes using this way. The user is so given an option to opt-out (not give a consent) anytime.
The opt-out icon





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