{"id":43621,"date":"2026-03-31T14:04:59","date_gmt":"2026-03-31T12:04:59","guid":{"rendered":"https:\/\/2b-advice.com\/?p=43621"},"modified":"2026-04-14T14:50:14","modified_gmt":"2026-04-14T12:50:14","slug":"proof-of-effective-consent-for-direct-advertising","status":"publish","type":"post","link":"https:\/\/2b-advice.com\/en\/2026\/03\/31\/nachweis-einer-wirksamen-einwilligung-fuer-direktwerbung\/","title":{"rendered":"Proof of effective consent for direct marketing"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"43621\" class=\"elementor elementor-43621\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5956037 e-flex e-con-boxed e-con e-parent\" data-id=\"5956037\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b1b7f89 elementor-widget elementor-widget-author-box\" data-id=\"b1b7f89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"http:\/\/2b-advice.com\/en\/aristotelis-zervos\/\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/2b-advice.com\/wp-content\/uploads\/2025\/09\/aristotelis-zervos-sq-300x300.jpg\" alt=\"Picture of Aristotelis Zervos\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/2b-advice.com\/en\/aristotelis-zervos\/\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\t Aristotelis Zervos\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\t<p>Aristotelis Zervos, Editorial Director at 2B Advice, combines legal and journalistic expertise in <a href=\"https:\/\/2b-advice.com\/en\/marcus-belke\/\">Data protection<\/a>IT compliance and AI regulation.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-566eda6 elementor-widget elementor-widget-text-editor\" data-id=\"566eda6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Data protection supervisory authorities are increasingly focusing on the requirements for proving effective consent for direct marketing. This is also shown by the activity report of the Bavarian State Office for Data Protection Supervision for the year 2025. There has been a significant increase in complaints, particularly in the area of email marketing and lead generation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e42aa64 elementor-widget elementor-widget-heading\" data-id=\"e42aa64\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Complaints about direct advertising without consent are on the rise<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37055f4 elementor-widget elementor-widget-text-editor\" data-id=\"37055f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The complaints focus on cases in which data subjects receive personalized advertising emails or newsletters from companies with which there is no discernible relationship. In response to requests for information in accordance with Art. 15 GDPR, it is often stated that the personal data originates from participation in online competitions. In this context, the responsible bodies regularly refer to consent in accordance with Art. 6 para. 1 lit. a GDPR, which is said to have been obtained as part of a double opt-in procedure.<\/p><p>In practice, however, there is a significant problem: many data subjects deny both participation in the competitions and that they have given their consent. In some cases, they can even plausibly prove this, for example by being absent at the time of the alleged confirmation or by not using the logged IP address. This casts considerable doubt on the authenticity of the underlying consents.<\/p><p>Added to this is the complex structure of data processing. There are often several players involved, such as competition operators, data brokers and advertising companies. The data is passed on along this chain, with all parties involved relying on the original consent. It is precisely these multi-level data flows that significantly increase the risk of data protection breaches.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29ffbda elementor-widget elementor-widget-heading\" data-id=\"29ffbda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Proof of double opt-in is not sufficient<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-124a313 elementor-widget elementor-widget-text-editor\" data-id=\"124a313\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>From the perspective of the supervisory authorities, the evidence frequently provided in practice is insufficient. Typically, companies limit themselves to tabular information such as the date of the double opt-in, the IP address, the timestamp or the URL of the competition. However, this information is not sufficient to prove effective and informed consent within the meaning of the GDPR.<\/p><p>The legal requirements are clear. According to Art. 7 para. 1 GDPR, the controller bears the full burden of proof for the existence of consent. The controller is any body that decides on the purposes and means of data processing (Art. 4 No. 7 GDPR). This means that not only competition operators, but also data traders and advertising companies are obliged to be able to provide evidence of effective consent.<\/p><p>Effective consent in accordance with Art. 4 No. 11 GDPR must<\/p><ul><li>voluntary,<\/li><li>informed,<\/li><li>for a specific purpose and<\/li><li>unmistakable<\/li><\/ul><p><br \/>be submitted. These requirements are not only of a formal nature, but the content must also be documented.<\/p><p>Reading tip: <a href=\"https:\/\/2b-advice.com\/en\/2025\/11\/21\/eugh-newsletter-possible-without-consent-these-are-the-conditions\/\" target=\"_blank\" rel=\"noopener\">Newsletter without consent? ECJ names requirements<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3feae10 elementor-widget elementor-widget-heading\" data-id=\"3feae10\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">BGH demands complete documentation of consent<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-837b985 elementor-widget elementor-widget-text-editor\" data-id=\"837b985\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The Federal Court of Justice clarified early on that proof of consent goes far beyond technical log data. In its decision of February 10, 2011 (case no. I ZR 164\/09), it requires that the specific wording of the consent must be fully documented and reproducible at any time. In the case of electronic consent, this means in particular that the declaration can be saved and printed out if required. The mere assignment of an IP address is not sufficient.<\/p><p>Suitable evidence includes, in particular, stored declarations of consent, documented consent processes and confirmation emails as part of the double opt-in procedure. The latter can be additionally secured by technical procedures such as DKIM signatures in order to prove their authenticity.<\/p><p>In addition, the supervisory authorities refer to the Data Protection Conference's guidance on direct marketing and the European Data Protection Board's Guidelines 05\/2020 on consent. Both documents specify the requirements for transparency, verifiability and accountability.<\/p><p>Link tip: <a href=\"https:\/\/www.bundesgerichtshof.de\/SharedDocs\/Entscheidungen\/DE\/Zivilsenate\/I_ZS\/2009\/I_ZR_164-09.pdf?__blob=publicationFile&amp;v=1\" target=\"_blank\" rel=\"noopener\">BGH judgment Ref. I ZR 164\/09<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2020023 elementor-widget elementor-widget-heading\" data-id=\"2020023\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Robust documentation required for consent<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a86f3c elementor-widget elementor-widget-text-editor\" data-id=\"7a86f3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>This means for companies: Proof of effective consent is not a formal side issue, but a key compliance issue in data protection. Companies that use personal data for direct marketing should implement robust and tamper-proof processes for documenting consent in advance.<br \/><br \/>Particular caution is required for data-driven business models such as lead generation, affiliate marketing or data-based advertising. If there are frequent complaints, supervisory authorities generally require reliable and complete proof of consent.<br \/><br \/>The activity report of the Bavarian State Office for Data Protection Supervision makes it clear that companies that rely on inadequately documented consent are exposed to a considerable legal risk. Proper consent documentation is therefore not only legally required, but also a decisive factor for sustainable and legally compliant marketing strategies.<\/p><p>Source: <a href=\"https:\/\/www.lda.bayern.de\/media\/baylda_report_15.pdf\" target=\"_blank\" rel=\"noopener\">15th Activity Report 2025 of the Bavarian State Office for Data Protection Supervision<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e84435b e-con-full e-flex e-con e-child\" data-id=\"e84435b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd9b53c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"cd9b53c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72d782e elementor-widget elementor-widget-text-editor\" data-id=\"72d782e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Aristotelis Zervos is Editorial Director at 2B Advice, a lawyer and journalist with profound expertise in data protection, GDPR, IT compliance and AI governance. He regularly publishes in-depth articles on AI regulation, GDPR compliance and risk management. You can find out more about him on his <a id=\"menur29rv\" class=\"fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn\" title=\"https:\/\/2b-advice.com\/de\/aristotelis-zervos\/\" href=\"https:\/\/2b-advice.com\/en\/aristotelis-zervos\/\" rel=\"noreferrer noopener\" aria-label=\"Link author profile page.\"><strong>Author profile page<\/strong><\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>The requirements for proving effective consent for direct marketing are increasingly becoming the focus of data protection supervisory authorities. What is important now and which requirements you should absolutely observe.<\/p>","protected":false},"author":2,"featured_media":43631,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[242,45,48,167,15],"class_list":["post-43621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-datenschutz-in-deutschland","tag-berechtigtes-interesse-dsgvo","tag-datenschutz-unternehmen","tag-datenschutz-grundverordnung-dsgvo","tag-dsgvo-verstoss","tag-einwilligung-dsgvo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nachweis einer wirksamen Einwilligung f\u00fcr Direktwerbung - Ailance<\/title>\n<meta name=\"description\" content=\"Die Anforderungen an den Nachweis einer wirksamen Einwilligung f\u00fcr Direktwerbung stehen zunehmend im Fokus der Datenschutzaufsichtsbeh\u00f6rden.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/2b-advice.com\/en\/2026\/03\/31\/proof-of-effective-consent-for-direct-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nachweis einer wirksamen Einwilligung f\u00fcr Direktwerbung - 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