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Customer consent

Under the GDPR, you might need to obtain consent to process the personal data of your customers or change how you currently obtain that consent.

For example, you might need to obtain consent from your customers if you are sending your customers marketing messages, or if you are using online advertising or retargeting apps.

Where you need to obtain consent, the GDPR says that it must be:

  • Freely given: it must be entirely voluntary, and should not be bundled with other goods or services.

  • Specific: it must be tied to clearly explained use cases.

  • Informed: it can only be given if the data subject is provided enough information about the personal data that will be collected and used.

  • Unambiguous: it must be demonstrated by an affirmative act by the merchant (that is, not simply by continuing to use the services).

This means that the customer needs to be given detailed information about the particular use case, and some affirmative action needs to be taken by the consumer to show consent.

Finally, if you offer your customers the opportunity to provide consent, the GDPR also requires that your customers have a way to withdraw consent. This can often be accomplished through an unsubscribe functionality. If you have questions about when and how you should obtain consent for collection of personal data, or the extent to which your customers should be allowed to withdraw their consent, then you should speak with a lawyer familiar with data protection laws.

However, consent is only one of many legal bases in the GDPR that can justify processing of personal data. You might also process personal data to fulfill contractual requirements, or if you are required by law to process data.

Some European regulators have suggested that if you at first ask for consent and your customer declines or agrees but then withdraws their consent, then you may no longer be able to rely on any other legal basis to process personal data. As a result, you should only rely on consent where you do not intend to (or need to) rely on another legal basis to process personal data.

Note

You can read more about the different legal bases to support data processing on the UK Information Commissioner¡¯s website.

Think about the following questions:

  • For each different way that you use or process your customers¡¯ data, what is the legal basis for doing so? Are you processing based on their consent? Are you processing to fulfill a contractual obligation to the customer? Are you processing to further your legitimate business interests? You should record the legal basis as part of your map of your data practices, described in Collecting personal data.

  • Where you are relying on consent, is the consent you are getting bundled with the goods or services you are offering? For example, statements like by purchasing these goods, you agree to our use of your personal information may no longer be allowed under the GDPR.

  • Are you providing enough details about how you will be using the personal data at issue to make sure that the customer¡¯s consent is informed?

  • Is the customer¡¯s consent recorded and stored somewhere?

  • Do you require consent to send marketing communications to your customers? Even if you do not need consent under the GDPR, local laws may or may not require you to obtain consent to send marketing communications to your customers. Speak with a lawyer about the specific requirements that might apply to your store.

  • If you believe you require consent to send marketing communications, then is the marketing consent checkbox for your store unchecked by default? Consider setting your storefront up so that the marketing consent checkbox presented to customers is not pre-checked by default to ensure that your customers have to act affirmatively to provide consent.

Parental consent

The GDPR includes specific parental-consent requirements for processing the personal data of users under the age of 16 (although this age can be lower in certain countries).

Think about the following question:

  • Do you need to change how you process customer data to either stop processing the data of those users under the age of 16, or to get parental consent? You might do this by prohibiting users under the age of 16 from accessing your site using an age-gating app from Shopify's App Store, or by asking visitors to confirm that they are over the age of majority.

Automated decision-making

The GDPR requires you to notify customers if you are using their personal information to engage in any automated decision-making.

Automated decision-making means using automatic algorithms to make a decision about whether an individual is eligible for certain services or offers, should be charged a particular price, or is likely interested in certain types of goods or services.

If you are using any processes that include fully automated decision-making (that is, without any human intervention) that will have a significant legal effect on the customer, then you need the customer¡¯s consent.

ProcessRequirement
Automated decision makingNotification
Fully automated decision making with significant legal effectConsent

In general, Shopify does not engage in fully automated decision-making with your customers¡¯ personal data.

The one exception is Shopify's risk and fraud screening, where Shopify might automatically block a payment card number or IP address after a certain number of unsuccessful payment attempts. Shopify does not believe this has a significant legal effect on customers because the automated blocking lasts only for a short period of time.

Think about the following questions:

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