Opt-In
A consent model requiring users to actively agree before their data is collected or they receive marketing communications.
What Opt-In means
Opt-in is a consent model where users must take an affirmative action (checking a box, clicking a button, providing information) to agree to data collection, tracking, or marketing communications. GDPR generally requires opt-in consent for cookie-based tracking and direct marketing. CASL requires express consent for commercial electronic messages. Opt-in is considered a higher standard of consent than opt-out, as it ensures the user has actively chosen to participate. Best practices for opt-in mechanisms include clear language about what the user is consenting to, separation of different consent purposes (don't bundle marketing consent with terms of service), granular options (allowing users to choose specific communication channels), and easy-to-read formatting. Pre-checked boxes do not constitute valid opt-in under GDPR.
Related terms
Opt-Out
A model where data collection or marketing occurs by default, and users must actively choose to stop it.
Consent
A user's explicit or implied permission for data collection, processing, or advertising targeting, required by privacy regulations.
GDPR
The General Data Protection Regulation — the EU's comprehensive data protection law governing how personal data is collected, processed, and stored.
CASL
Canada's Anti-Spam Legislation — a Canadian law governing commercial electronic messages, requiring express or implied consent.