It's been pretty clear from all the guidence (e.g https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-

It's been pretty clear from all the guidence (e.g https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/consent/what-is-valid-consent/ https://ico.org.uk/for-organisations/guide-to-data-protectio...) issued around GDPR 'forced consent' would not work - Facebook decided to try and push the limits and now have a massive fine. What's slightly surprising is how long it's taken to get to the massive fines stage.