Proving you were permitted to contact someone.
WHY RECORDS MATTER
Complaints are resolved by evidence, and the burden is on you.
WHAT TO RECORD FOR EVERY CONSENT
The identifier of the person The date and time The method What they were shown What they agreed to
WHY WHAT THEY WERE SHOWN
Consent is only valid for what was described.
HOW TO CAPTURE IT
Store the version of the wording, not just a flag.
WHAT TO RETAIN
The record, for as long as you rely on the consent.
WHAT TO DO WHEN CONSENT IS WITHDRAWN
Record that too, with the date.
WHAT TO MAINTAIN PERMANENTLY
A suppression list.
WHY PERMANENTLY
Deleting the record risks contacting them again from another source.
WHAT TO CHECK BEFORE ANY CAMPAIGN
The suppression list That consent covers this type of message
WHAT TO AVOID
A single consent treated as covering everything Importing lists with no provenance
WHAT TO DO WITH A LIST YOU CANNOT EVIDENCE
Do not use it.
WHY
You cannot demonstrate consent, and that is the test.
WHAT TO DO ABOUT OLDER LISTS
Consider a re-permission campaign, where lawful.
WHAT TO ACCEPT
That the list will shrink, and be worth more.
