GDPR consent for marketing messages: a practical guide

Under the GDPR and ePrivacy rules, marketing messages generally require freely-given, specific, informed and unambiguous consent — and you must be able to demonstrate it.

Capture consent properly

• Use double opt-in for email so the address and intent are verified.
• Make consent granular: separate channels and topics, not one blanket toggle.
• Log when, how and what the customer agreed to.

Honour it automatically

Consent is worthless if a campaign ignores it. Enforce checks before every send, and offer one-click unsubscribe everywhere.

Give customers control

A self-serve preference center reduces complaints and unsubscribes — people would rather dial down than opt out entirely.

WeZend stores granular consent on the profile and enforces it on every message, with a hosted preference center and full audit logging.

This is general information, not legal advice.