1. A method comprising: receiving, by a consent management system implemented by a computing device, a lookup request from a website in response to an attempt by an entity to access a particular application feature provided by application functionality of the web site; accessing, by the consent management system, a data store that maintains consent information, the consent information identifying use conditions associated with respective application features provided by the application functionality of the web site and identifying entities that have previously given consent to the use conditions, wherein separate use conditions are associated with the particular application feature and at least one different application feature, each separate use condition specifying a different manner in which a provider of the web site is permitted to use personal information provided by the entities; determining, by the consent management system, whether the entity has previously given consent to a use condition associated with the particular application feature and, if so, whether the consent previously given by the entity to the use condition associated with the particular application feature is presently effective; permitting, by the consent management system, the entity to access the particular application feature when it is determined that the consent previously given by the entity to the use condition associated with the particular application feature is presently effective; and presenting, by the consent management system to the entity, a user interface which solicits consent to the use condition associated with the particular application feature if it is determined that the entity has not previously given consent to the use condition associated with the particular application feature or it is determined that the consent previously given by the entity to the use condition associated with the particular application feature is not presently effective.