During this course you will learn:

  • What GDPR consent is, when to use it, conditions of use, how to apply it
  • The benefits and the pitfalls of using GDPR consent
  • Defining if GDPR consent is necessary for each type of marketing activity and identifying if legitimate interest could be an alternative
  • Real world examples - opt in methods and approaches used by others


< half day (2 CPD hours)

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Course availability

Please get in touch for more information. Call us on 020 8614 0277 or email on customerservices@theidm.com

Course Information


This is a two hour evening course running between 18:00-20:00

What it is, when to use it, conditions of use, how to apply it.

  • Consent demands a positive opt in, we explore what that practically means
  • Conditions of using consent to process data and your obligations to individuals
  • How choosing consent affects your legacy data
  • Requirements to record, refresh and allow withdrawal of consent

Benefits and pitfalls of using Consent

  • Hear how using Consent helps to build one to one relationships for modern marketing
  • Learn from the mistakes others have made when using Consent

Is consent right for your marketing activity?

  • Types of marketing communication where consent is likely to be most appropriate
  • How PECR and EPrivacy laws overlap with GDPR on Consent
  • Types of marketing where using Legitimate Interests may be a less onerous alternative

Practical examples to show how others are using consent

  • Example wording/positioning of opt in statements
  • Creative ways others are asking for consent
  • Tools available to help gather and enable withdrawal of consent

Answers to frequently asked questions

  • Can I use consent to share data with third parties?
  • If I choose Consent to process data but then change my mind, can I switch to using Legitimate Interest?
  • Do I need double opt in for email?
  • If I don’t have consent to email someone, can I email them and ask for their consent?
  • And many more……

Who Should Attend

This course is designed for delegates with marketing or compliance responsibilities at all levels.


Lara Bonney, Chief Marketing Officer, Long Tall Sally

Lara is a data veteran, having worked on both sides of the fence as Chief Marketing Officer for global fashion brand Long Tall Sally and Managing Director of data solutions business Epsilon Abacus.

Lara was a founder of the Abacus Alliance that pioneered transactional data sharing in the UK 20 years ago and has worked for some of the country’s leading data businesses. Prior to Epsilon Abacus, Lara was Group Account Director at Claritas (now Acxiom), managing account teams to sell data driven solutions for the multi-channel retail and charity sectors, and Account Director at NDL, selling data solutions to financial companies.

She is an advocate of the GDPR, having evolved the Abacus Alliance data sharing model to be GDPR compliant and supported Long Tall Sally through practical GDPR changes. She is an active industry participant, currently serving as a Board member of the Data Protection Network.


London (W1W 8SS)

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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