What is “consent aging”?
Consent aging refers to the declining validity of old consent as time passes. Consent given years ago may no longer reflect current subscriber intent. Recipients forget they subscribed, their interests change, and the relationship becomes stale.
Best practices suggest refreshing consent periodically, especially for inactive subscribers. After extended non engagement, consider re-permission campaigns that ask subscribers to confirm continued interest.
GDPR does not specify consent expiration, but regulators have indicated that very old consent may not meet current validity requirements. Periodic consent refresh maintains compliance and list quality simultaneously.
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