Guideline
Guidelines 05/2020 on consent under Regulation 2016/679
- Date
- Status
- final
- Body
- European Data Protection Board (EDPB)
- Reference
- Guidelines 05/2020 (version 1.1)
What it is about
These guidelines are a slightly updated version of the WP29 guidelines on consent (WP259 rev.01); references to WP259 are now read as references to this document. They explain when consent is valid: freely given, specific, informed and unambiguous. Only the passages on cookie walls and on scrolling were revised: making access conditional on consent to cookies (cookie wall) does not produce free consent, and scrolling or swiping is not an unambiguous indication of consent. Adopted on 4 May 2020; version 1.1 of 13 May 2020 only contains formatting corrections.
What this means in practice
You may not make access to a service conditional on consent to processing that is not necessary for that service (Article 7(4)), and cookie walls are not allowed. A competitor offering a similar service without consent does not make your consent freely given. You must ask consent per purpose, be able to demonstrate it and make withdrawal as easy as giving it. Pre-ticked boxes, silence and scrolling do not count as consent.
The GDPR articles concerned
Source: EDPB guideline page and Guidelines 05/2020 PDF (version 1.1)checked on 15 September 2026
Summary and practical reading by Praxikon. Not legal advice; the source prevails.
Connections
What connects to this development
Themes where this returns
The counterpart in the other law
- Article 2 AI Act: Scope
via Using special categories of personal data to detect bias
- Article 3 AI Act: Definitions
- Article 5 AI Act: Prohibited AI practices
- Article 6 AI Act: Classification rules for high-risk AI systems
- Article 10 AI Act: Data and data governance
- Article 16 AI Act: Obligations of providers of high-risk AI systems
- Article 25 AI Act: Responsibilities along the AI value chain
- Article 26 AI Act: Obligations of deployers of high-risk AI systems
- Article 50 AI Act: Transparency obligations for providers and deployers of certain AI systems
Case law8 of 14
- Council of State: 600,000 euro fine for wifi tracking in Enschede stays annulled
2026-07-29 · final, Raad van State, Afdeling bestuursrechtspraak
- Overijssel District Court revokes DPA fine for wifi tracking in Enschede
2024-02-02 · final, Rechtbank Overijssel
- Meta v Bundeskartellamt: competition authority may find a GDPR breach, strict conditions for legal bases behind personalised advertising
2023-07-04 · final, Hof van Justitie van de EU (Grote kamer), Meta Platforms Inc., Meta Platforms Ireland Ltd en Facebook Deutschland GmbH tegen Bundeskartellamt
- EU Court of Justice in KNLTB: a purely commercial interest can be a legitimate interest
2024-10-04 · final, Hof van Justitie van de Europese Unie
- Noord-Nederland District Court upholds DPA fine for village livestream, reduces it to 375 euros
2025-01-09 · status not established, Rechtbank Noord-Nederland
- Schrems v Meta: no unlimited retention and aggregation of data for targeted advertising
2024-10-04 · final, Hof van Justitie van de EU (Vierde kamer), Maximilian Schrems tegen Meta Platforms Ireland Limited
- IAB Europe: the TC String is personal data and the industry body is a joint controller
2024-03-07 · final, Hof van Justitie van de EU (Vierde kamer), IAB Europe tegen Gegevensbeschermingsautoriteit (België)
- EDPS v SRB: pseudonymised data are not always personal data for everyone, but the information duty applies from collection
2025-09-04 · final, Hof van Justitie van de EU (Eerste kamer), Europese Toezichthouder voor gegevensbescherming (EDPS) tegen Gemeenschappelijke Afwikkelingsraad (SRB)
Guidelines8 of 10
- Opinion 28/2024 on certain data protection aspects related to the processing of personal data in the context of AI models
2024-12-17 · final, European Data Protection Board (EDPB)
- Guidelines 03/2026 on web scraping in the context of generative AI
2026-07-07 · under consultation, European Data Protection Board (EDPB)
- Dutch DPA (AP) publishes position paper on the Digital Omnibus and the AI Omnibus
2026-01-13 · final, Autoriteit Persoonsgegevens
- Guidelines 01/2025 on Pseudonymisation
2025-01-16 · adopted, European Data Protection Board (EDPB)
- Guidelines 02/2026 on Anonymisation
2026-07-07 · under consultation, European Data Protection Board (EDPB)
- Guidelines 07/2020 on the concepts of controller and processor in the GDPR
2021-07-07 · final, European Data Protection Board (EDPB)
- Guidelines 1/2024 on processing of personal data based on Article 6(1)(f) GDPR (legitimate interest)
2024-10-08 · adopted, European Data Protection Board (EDPB)
- Guidelines 1/2026 on processing of personal data for scientific research purposes
2026-04-15 · adopted, European Data Protection Board (EDPB)
Enforcement and fines8 of 9
- Ten municipalities fined a total of 250,000 euros for unlawful files on Muslim residents
2026-02-03 · final, Autoriteit Persoonsgegevens
- Coolblue fined 40,000 euros on objection for cookies without consent
2024-12-23 · status not established, Autoriteit Persoonsgegevens
- Dutch DPA and tennis federation KNLTB end litigation: fine cut from 525,000 to at most 250,000 euros
2025-10-18 · status not established, Autoriteit Persoonsgegevens
- 600,000 euro fine for AS Watson (Kruidvat) over tracking cookies without consent
2024-05-02 · annulled, Autoriteit Persoonsgegevens
- 500 euro fine and penalty order for Stichting Oud Lemmer over webcam livestream
2021-07-09 · status not established, Autoriteit Persoonsgegevens
- DPA cuts Kruidvat fine to 50,000 euros on objection
2025-05-27 · status not established, Autoriteit Persoonsgegevens
- Experian Netherlands fined 2.7 million euros for credit scoring without legal basis or information
2025-10-16 · final, Autoriteit Persoonsgegevens
- Formal warning to the Dutch Minister of Education, Culture and Science not to put the CABR war archive online and searchable
2024-11-26 · final, Autoriteit Persoonsgegevens
Legislation in motion6 of 12
- Council: Irish Presidency continues with a revised compromise, Antici Group 11 September 2026
2026-09-11 · under negotiation, Raad van de Europese Unie, Iers voorzitterschap
- Proposal: cookie rules move from ePrivacy to the GDPR, with new exceptions and a six-month rule (new Article 88a GDPR and Article 5(3) ePrivacy)
2025-11-19 · under negotiation, Europese Commissie
- Proposal: exception for biometric verification under the data subject's sole control (Article 9(2)(l) GDPR)
2025-11-19 · proposal, Europese Commissie
- Proposal: definition of scientific research, purpose limitation and information duty for research (Article 4(38), 5(1)(b) and 13(5) GDPR)
2025-11-19 · under negotiation, Europese Commissie
- Proposal: exception for incidental special category data in AI development (Article 9(2)(k) and 9(5) GDPR)
2025-11-19 · proposal, Europese Commissie
- Proposal: relative definition of personal data (Article 4(1) GDPR)
2025-11-19 · proposal, Europese Commissie