GDPR Consent
Reading this article one might easily come away with the wrong impression about GDPR Consent. Consent is just one of six possible lawful reasons. The others are necessity to fulfill a contract, compliance, in someone's vital interest, in the public interest and necessary for the legitimate interests of the data controller.
Expect the political parties (and Microsoft, Google and Facebook) to be making much use of the last two. Want to challenge it - do you have better paid lawyers than Google?