The thing is, if you have any of (b)-(f), why shouldn't you also get (a)? The maximum fine is 20 million euros or 4% of revenue, whichever is higher. Sure, it

The thing is, if you have any of (b)-(f), why shouldn't you also get (a)? The maximum fine is 20 million euros or 4% of revenue, whichever is higher. Sure, it probably won't be imposed on a first time violation, but why take the chance? Could you imagine any lawyer advising a company against requiring consent, even if they have some cover because of a legal obligation? Isn't it much safer to deny service to those that refuse to consent? Sure, it'll annoy the customer, but right now the customer is used to minor annoyances.