The Danish data protection authority ('Datatilsynet') published, on 17 February 2020, guidelines ('the Guidelines') on processing the personal information of website visitors. In particular, the Guidelines highlight that, among other things, website owners usually rely on consent as a legal basis when processing website visitor personal information. In order for such consent to be considered valid under the General Data Protection Regulation (Regulation (EU) 2016/679) ('GDPR'), it must meet a number of requirements, including that visitors opt in to such processing, and clearly stating the purposes of processing.

You can read the press release here and the Guidelines here, both only available in Danish.