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For United States companies that do business in the European Union, it may seem counterintuitive that of the six possible legal justifications for processing personal data under the General Data Protection Regulation (GDPR), consent is the last justification a EU company wants to rely on. But unlike the U.S. practice of passive notice and consent, GDPR sets a much higher standard for valid consent that makes obtaining and maintaining it from its users more difficult than the U.S. legal framework.

 

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