What it asks for. The organisation must implement tools or mechanisms that allow individuals to consent to the processing of their personally identifiable information before collection, so that they can make informed decisions.
In practice. For European organisations this connects to GDPR consent requirements where consent is the lawful basis, and to ePrivacy rules on cookies. Good practice is clear, granular consent requests, records of what each person agreed to and when, and easy withdrawal. Auditors look for consent interfaces, consent logs and evidence that withdrawals are acted on in downstream systems.
Common gaps. Consent banners that make refusal hard, bundled consents and withdrawals that never reach marketing or analytics systems are frequent problems. Consent is sometimes relied on where another lawful basis would be more appropriate.