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The GDPR isn't about consent. There are six grounds for lawful processing of personal data, only one is consent. However, the GDPR was not incredibly specific regarding marketing either. The detail is provided by the PECR and was to be updated with the ePrivacy Regulation (yet to be finalised). The PECR limited electronic marketing to either a valid consent or the soft opt-in., and the current wording of the ePrivacy Regulation looks to continue these restrictions and further clarify them.

We need to be careful. The ICO have always stated they would first educate before prosecuting. The true position for marketing is not yet known

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