Consumer consent is the affirmative, knowing agreement a person gives before a company collects, uses, or shares their personal information. The FTC distinguishes "opt-in" consent — where consumers must actively agree before data collection — from "opt-out" consent, where collection proceeds unless a consumer takes steps to stop it. For sensitive data categories such as voice recordings, location data, or health information, federal regulators require express opt-in consent. Accepting a mandatory terms-of-service agreement does not satisfy this standard. The FTC Act Section 5 treats claims of consumer consent that were never actually obtained as a deceptive trade practice.