What Is Separate Consent?
Separate consent, often called 'granular consent', is the practice of asking for your permission for each specific way a company wants to use your data. Instead of one big, confusing "I Agree" button that covers everything, it breaks down the request.
For example, a media app might ask for your consent separately for using your data for personalised ads, for sharing your location for local news, and for sending you marketing emails. This allows you to say yes to one thing (like local news) while saying no to another (like marketing emails). The core idea is to give you genuine choice and control over your personal information, ensuring you know exactly what you are agreeing to.
The Problem with 'Bundled' Approvals
The opposite of granular consent is 'bundled consent', where companies group multiple requests into a single, non-negotiable package. This is often a deliberate design choice, sometimes called a 'dark pattern', that nudges you into agreeing to more than you're comfortable with. You might want to use a service's basic functions but are forced to also accept aggressive ad tracking and data sharing with third parties. This creates confusion and can feel coercive. You are left wondering what you actually approved, and your consent isn't truly free or informed. Regulators worldwide are cracking down on this practice because it undermines user autonomy.
How Indian Law Protects You
In India, the Digital Personal Data Protection Act (DPDPA), 2023, puts these principles into law. The Act mandates that consent must be "free, specific, informed, unconditional, and unambiguous" and shown through a clear, positive action. This effectively outlaws bundled consent where your approval for one thing is conditional on accepting another. Companies, referred to as 'Data Fiduciaries', must present their requests in clear and plain language. They must also make it just as easy to withdraw your consent as it was to give it. This framework is a significant step forward, giving Indian citizens—or 'Data Principals'—more power and transparency in their digital lives.
Clear Consent Builds Trust
While complying with laws like the DPDPA is a primary motivator, many businesses are realising that transparent consent practices are simply good for business. When customers feel they are in control of their data, it builds trust and strengthens their relationship with the brand. A user who willingly opts in to marketing emails because they trust the company is far more valuable than one who was tricked into it. Providing granular options shows respect for the customer. Over the long term, this trust translates into better engagement, higher data quality for the business, and a more loyal customer base.
What This Means for You
The shift towards separate consent empowers you to be more proactive about your privacy. Instead of automatically clicking 'accept', take a moment to look for a 'manage preferences' or 'customise' option. See what you're being asked to agree to. Can you untick the boxes for advertising or analytics while keeping the essential functions? Being aware of your rights under the DPDPA allows you to make more informed choices. You have the right to know what data is being collected, why it's being collected, and to say no without being denied a service entirely. This transparency puts you back in the driver's seat of your own digital footprint.
