Blog by Divebell

Active Data Consent UI snippet

Introducing Active Data Consent™

Oct 6, 2022

Respecting consent is foundational to building and maintaining trust with your users. The consequence of not managing user consent adequately is not just a loss of reputation and revenue, but also getting hit with significant fines. Recently several marquee organizations have been hit with enforcement actions and huge monetary fines by regulatory authorities for not respecting compliance provisions for opt-out preferences. There is no doubt that the regulators are serious about enforcement. 

So how do you avoid running afoul of the law? By accurate and timely capture of consent, increasingly without the use of cookies. And then ensuring that user preferences, as captured, are acted upon and reflected across all the applications and databases that the organization uses in a timely manner. The latter especially, which is operationalizing consent effectively, has proven to be a big challenge for several organizations, despite committing a lot of resources towards it. This is where Active Data Consent (ADC) comes in. 

Created by Divebell and PrivacyCheq, Active Data ConsentTM is the industry’s first automated solution for end-to-end consent tracking that lets customers efficiently capture, track and then operationalize consent across their IT environment. PrivacyCheq’s ConsentCheq solution maintains an accurate database of user consent preferences. Divebell’s proprietary subject tracing technology integrates with ConsentCheq to build an accurate subject model of every user’s preferences. Our continuous scans use this model to detect user data within the scanned applications and cross-check a user’s indicated preferences against these data sources, ensuring that the consent is consistently enforced. 

To understand the power of Active Data ConsentTM, let’s take a common use case. A typical enterprise stores 20 private data items about its customers in a variety of data silos. On any given day, the company’s internal processes might use a customer’s email address, her zip code, or a list of recently purchased items. The company usually shares some of the data with third parties for activities such as email marketing or cross-marketing. Then the customer makes a purchase at a company website and clicks ‘Do Not Sell My Data’ or uses a browser that sends the Global Privacy Control (GPC) signal. When this happens, the user’s data being shared with third parties will be immediately flagged as a risk until this data is removed or the user changes their preference. This automated solution for managing and operationalizing user consent significantly reduces the burden of ensuring that the user’s consent is respected, consistently, accurately, and promptly. It also reduces organizations’ risk exposure and provides a more consistent customer or user experience. 

Active Data ConsentTM is an industry-first, end-to-end automated solution that enables you to keep up with the increasing complexity of consent management across your data estate, efficiently and cost-effectively. 

Drop us a note at to learn more. 

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Any opinions expressed here and statements made are not legal advice, nor representations or warranties, and are intended to promote discussion around technology and data protection.

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