Principle in Focus — Lawfulness
Lawfulness means that every processing activity needs a legal basis or a justification. Laws differ most in this point: some are built on consent, others offer several equal legal bases.
Valid consent is freely given, specific, informed and unambiguous — and it can be withdrawn at any time. Pre-ticked boxes and consent hidden in terms and conditions do not count.
Six legal bases (Art. 6 GDPR): consent, performance of a contract, legal obligation, vital interests, public task and legitimate interests. Consent is only one of them and is often not the best choice, e.g. in employment relationships.