Introducing Freshpaint Consent Manager: Built for State-Level Privacy Compliance in Healthcare

Katie Barone
2 days ago
3 min read

Originally published by Freshpaint

In late 2025, Healthline paid $1.55 million under the CCPA because its consent manager failed. Pixels were allowed to fire on Healthline’s websites without honoring visitors’ opt-out rights. No medical records were involved, but regulators made one thing unmistakably clear: if tracking tools fire before consent is enforced, you’re exposed.

That’s the problem with most consent tools in healthcare. They focus on what the user sees, not what actually happens behind the scenes.

Today, we’re solving that problem.

We’re introducing Freshpaint Consent Manager: a consent management system built for healthcare. Consent isn’t just recorded. It’s enforced automatically across analytics and advertising.

Digital Consent in Healthcare Is Broken

For most industries, consent banners are a “checkbox task”. Drop in a script, configure a few toggles, check the task off your to-do list, and move on.

Healthcare doesn’t get that luxury.

Because state-level privacy laws apply to health-related browsing behavior, healthcare organizations face real legal exposure when analytics and advertising tools fire without the correct consent. And unlike HIPAA, these laws vary by state, with different opt-in and opt-out requirements depending on where a visitor is located.

To manage that risk, many healthcare organizations rely on standalone Consent Management Platforms.

But those tools introduce their own problems:

Consent banners don’t actually control what fires behind the scenes
Rigid configurations that can’t adapt to changing state laws
Separate systems owned by Marketing, IT, Compliance, or Legal
Limited audit trails when regulators or plaintiffs come knocking

The result is a dangerous gap between what your website tells users and what your data stack actually does.

Why Healthcare Teams Fall Behind

The stakes for getting consent wrong are high. Lawsuits, regulatory investigations, and public enforcement actions have made healthcare organizations understandably cautious.

So cautious, in fact, that many default to blunt solutions:

Blanket blocking of analytics and advertising in entire regions
Over-reliance on manual reviews and one-off exceptions
Slower marketing execution and reduced visibility into performance
Applying the strictest state law to all users, regardless of location

That approach may feel safer, but it actually comes at a high cost. Marketing teams lose the data they need to optimize campaigns. Legal teams still lack confidence that consent is being honored correctly. And IT teams are left stitching together tools that were never designed to work together.

Healthcare needs a better model. A model where consent enforcement is automatic, provable, and deeply integrated with how data actually flows.

Introducing Freshpaint Consent Manager: Compliance Built Into Your Data Platform

Freshpaint Consent Manager was built specifically for healthcare organizations navigating state-level privacy laws. Instead of layering consent on top of your stack, it embeds consent directly into the platform that routes your analytics and marketing data.

Because Consent Manager lives inside Freshpaint, it eliminates the common gap between what a banner shows and what actually fires behind the scenes. Preferences are captured and enforced automatically across every connected integration.

With Consent Manager, teams get:

State-specific consent enforcement. Visitor location is automatically detected, and the correct opt-in or opt-out model is applied by state.
Brandable, configurable consent experiences. Fully customizable modals and preference centers that match your brand, deployed without engineering.
Automatic blocking until consent is registered. All non-essential tracking is blocked by default until the appropriate consent signal is captured.
End-to-end enforcement across tools. Consent preferences are applied consistently across analytics, ad platforms, and other marketing tools.
Audit-ready consent logs. Every consent event is logged and exportable for regulatory inquiries, investigations, or internal audits.
Zero new technical debt. Consent Manager is native to the Freshpaint SDK. No new tag manager. No extra scripts. No additional vendor to maintain.

Best of all? It’s built for healthcare marketers, which means turning on Freshpaint Consent Manager is simple.

A Stronger Foundation for Privacy-First Marketing

Consent is no longer a box to check. It’s a prerequisite for modern healthcare marketing, and the foundation for unlocking high-performance marketing.

By embedding consent directly into the same platform that powers analytics, advertising, and audience activation, Freshpaint Consent Manager helps healthcare organizations protect trust, mitigate regulatory risk, and keep marketing moving forward.