Stanley innocently enters an online competition to win a holiday. To complete his entry he must tick a Terms and Conditions box. He does that without reading them. (Sound familiar?). That simple tick was actually an Opt-In that allowed most of what follows to be the legal consequences of giving that consent.
Let’s assume the competition is being run by the online magazine of a media publisher originally. By 20 seconds he’s getting calls from other corners of the media publishing empire. By 35 seconds the data has been passed on (legally) to a third party data broker who then sell it on themselves as part of a bundle of data from many different sources. More calls and emails are heading his way.
It’s worthy to note that the ICO published a ground-breaking investigative report in October 2020 on the behaviour of three major UK credit reference agencies (Experian, Equifax and TransUnion) – which also operate as data brokers for direct marketing purposes – to rein in their use and sharing of personal data with third parties. Stanley’s tick box triggered a wave of sharing he didn’t consider in the moment he took to do the ticking…