What counts as valid consent under the Act?

Consent must be free, specific, informed, unconditional and unambiguous, given through a clear affirmative action, and it must signify agreement to processing for the specified purpose only. Consent is limited to the data necessary for that stated purpose. Pre-ticked boxes, silence, inactivity and consent buried in lengthy terms and conditions do not meet the standard. Any part of a consent that infringes the Act or the Rules is invalid to that extent.