4. It has to be Easy to withdraw permission or opt-out.
It must be just as easy to remove consent as it was to grant it, and individuals always need to know they have the right to withdraw their consent.
In terms of your web user experience, this means unsubscribing could consist of selectively withdrawing consent to any or all forms of communication:
Or easily change the frequency of communication, or stop all communications entirely:
See images for some excellent examples of how it should be done
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