As someone from the UX side of the fence, I can assure you that there are a lot of legitimate convenience and or fraud protection reasons for why a company might store PII server side for the user’s convenience. Targeted marketing isn’t the only reason to store identifying information.
Fraud prevention is a legitimate interest and does not need a consent request.
I’m pretty sure that is specifically called out in GDPR. Certainly ICO (UK) has loads of articles on it.
However legitimate interests are often difficult to demonstrate compliance, so it can be easier to rely on consent.
As someone from the UX side of the fence, I can assure you that there are a lot of legitimate convenience and or fraud protection reasons for why a company might store PII server side for the user’s convenience. Targeted marketing isn’t the only reason to store identifying information.
Fraud prevention is a legitimate interest and does not need a consent request.
I’m pretty sure that is specifically called out in GDPR. Certainly ICO (UK) has loads of articles on it.
However legitimate interests are often difficult to demonstrate compliance, so it can be easier to rely on consent.
Imagine if fraud prevention mechanisms were ineffective if you do not consent to targeted advertising.
Black Hat: Darts! These darks patterns got me again, I accidentally consented, now I won’t be able to bypass the captcha!