Abstract: A consent and privacy preferences management environment (300) includes an application (302) and a Consent Management System (CMS) (304). The CMS (304) stores and processes consent information (306) of an end user (308). The application (302) obtains the consent information and uses the CMS (304) to manage choices of the end users (308) about certain activities, events, or other situations. Third parties (310) use the application (302) to submit requests for consent. The application (302) maps the request into fields of an API (314) for processing by the CMS (304) and receives a response from the CMS (304). The application then provides or denies consent regarding the end user (308) based on the response and filters or masks data based on organizational policies, end user consent, and the context. The data structure of the CMS (304) adapts to a wide variety of consent application environments.