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A. By encrypting data at rest and in transit focuses on the technical security measures ensuring that data is protected from unauthorized access during storage (at rest) and while being transmitted between systems (in transit). Encryption is a fundamental security measure.

B. By enforcing and controlling consent references addresses the compliance and privacy aspect of ensuring that data is used according to the customer's consent. This is particularly important for compliance with privacy laws such as GDPR and CCPA, which require businesses to manage and track how they collect, store, and use customer data.

Summary:
Option A is about data protection through encryption.

Option B is about data privacy and compliance through consent management.