Valid consent requires a freely given, specific, informed and unambiguous indication of agreement through an affirmative action. The ICO explains that silence, inactivity and pre-ticked boxes do not establish consent. Organisations need to demonstrate consent and make withdrawal possible. Source: ICO: valid consent

A travel newsletter example

Show the marketing choice separately from an enquiry submission. Explain who will send the marketing and what the person is choosing, then record the wording and action used at that time.

Do not turn “send me this quote” into permission for unrelated marketing. Review the purpose of each request so the customer’s decision is not stretched beyond what was explained.

Keep evidence useful

Store the consent record in a form your team can retrieve, including when and how the choice was made. Test the withdrawal route so you can establish what happens after someone changes their mind.

Consent is not the only possible lawful basis for every use of personal data. Assess the actual activity and relevant rules.

The ICO marks its consent guidance as under review following the Data (Use and Access) Act 2025. Check the current guidance when designing your process. Source: ICO: valid consent

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.