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Valid consent is freely given, specific, informed and unambiguous — and it can be withdrawn at any time.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.
Consent is the general rule: free, prior, express, informed and unequivocal, and in writing for sensitive data. The law lists exceptions, e.g. data needed for a contractual relationship, legal obligations or data from publicly accessible sources.