Policy Context and Legal Framework
Currently, the law does not require that consent must always have been given before an organisation can use personal information about individuals. In fact, organisations will often avoid relying on consent from individuals to legitimise such use, on the basis that it can be difficult to prove that adequate consent was obtained. It is possible, and more common, for organisations to use personal information on the grounds that they are doing so fairly, legitimately and in a way that would not cause any harm. In many cases, consent must be given before a particular service can be used at all.
What the law does do is to require that those organisations which use personal information in the course of their business - so-called 'data controllers' - do so in accordance with certain principles. These include using the personal information fairly and lawfully; using it only for specified purposes; using only the minimum amount of information; not storing information for longer than it is needed; allowing individuals to be provided with details about the information, to object or to update it; keeping the information secure; and not sending the information to countries where it would not be protected. There is, significantly, no clear legal right or procedure that allows an individual to revoke their consent. Moreover, it is common practice for organisations to offer, at best, coarse-grained consent (for example the option to opt in/out of email notifications) and other general statements about the use of personal data by third parties.
Accordingly, data controllers in the public and commercial sectors generally will not feel compelled to agree to give individuals any specific 'fine-grained' control of their personal information. For example, to allow a home address to be used for delivery of a purchased item, and then require it to be deleted shortly afterwards, except that the postcode may be used for market research only. It is also the case that any individual's specific instructions that relate to the use of personal information at one data controller will tend not to be communicated to, or respected by, other parties to which the personal information may be sent. This is because typical information technology and computer systems are not designed to support such features.
So, if an individual wishes to be more specific than giving a simple one-off 'opt-in/opt-out' choice, or to change or revoke a previously given consent, they typically have to find the relevant member of staff at a data controller. The contact details for this person will usually not be easy to find online, and composing a letter or email stating the desired changes is impractical and time consuming for the individual. A data controller dealing with such a request would have to determine which of the stated wishes were feasible to respect (often, not all will be) and then undertake a variety of one-off actions to do so. If the individual's wishes refer to personal information that had been forwarded to another party, the original data controller's task would become even more complicated. Both the inconvenience to the individual of taking such action, and the cost to a data controller of dealing with it, are significant. At present, this situation effectively prevents an individual exerting any meaningful control over their personal information after they have disclosed it.