Consent, in German Einwilligung, is the voluntary, informed agreement of a person given for a specific purpose. In the context of lead generation and direct marketing, it often forms the legal basis on which a company may contact a person and process their data. Particularly relevant here are the General Data Protection Regulation (GDPR) for data processing and Section 7 of the German Act Against Unfair Competition (UWG) for marketing contact through channels such as email or phone.
Without valid consent, outreach often lacks a foundation. That is why not only the consent itself matters, but also the ability to prove it later.
Characteristics of valid consent
Consent is usually considered sound when it has been given voluntarily, informed, for a specific purpose, and actively. Voluntary means without coercion or coupling to unsuitable conditions. Informed means it is clear who advertises, for what, and through which channel. Purpose-bound means that the stated topics and recipients are actually honored. Active rules out pre-ticked boxes.
Example
On an insurance comparison portal, the user finds a separate, not pre-selected consent: "I consent to receiving offers about car and household insurance by phone and email from the selected providers." Providers, topics, and channels are named, and the agreement is decoupled from the actual inquiry. A subsequent double opt-in secures the proof.
Why the proof counts
In lead trading, a lead travels from the source through the operator to the buyer. Everyone in this chain must be able to rely on the consent. That is why the consent record, meaning the time, wording, channel, and confirmation, should travel with the lead throughout the entire delivery. If the proof is missing, the value of the lead drops considerably, regardless of its other qualities.
How Leadnodes does it
Leadnodes supports consent-based processes along the entire chain. On intake via API, email, CSV, Zapier, or Make, consent data and the double opt-in status can be carried as part of the lead. Validation checks email and phone and detects duplicates. During rule-based distribution, the consent information is handed over to the buyer, so that the origin and scope of the agreement remain transparent, GDPR-compliant and hosted in Germany.
FAQ
Is a general agreement to "marketing from partners" enough?
Usually not. The more specifically providers, topics, and channels are named, the sounder the consent. Blanket wording tends to be vulnerable to challenge.
Can consent be withdrawn?
Yes. Data subjects can withdraw their consent at any time with effect for the future. From the moment of withdrawal, the basis for further marketing contact no longer applies.
How does consent differ from legitimate interest?
Consent is an actively given agreement. Legitimate interest is a different legal basis with its own requirements. For marketing contact, consent is often the clearer route.
This article offers general orientation and does not replace legal advice. Would you like to see how Leadnodes carries consent data? Book a demo.