“If you start reading all privacy notices you receive, you will spend too much time reading these notices. On the other hand, if a person [ticks a box] ‘I accept and understand’ but they don’t know what they’re consenting to, that is not acceptable either. A reasonable approach is in-between,” said Giovanni Buttarelli, the European Data Protection Supervisor.

Unambiguous consent, he says, means it must not only be explicit but meaningful, not a case of pre-ticked boxes or a case where you have no alternative but to continue through to a website.

Read the full interview in Digiday.