Opt-Out
A model where data collection or marketing occurs by default, and users must actively choose to stop it.
What Opt-Out means
Opt-out is a consent model where data collection, tracking, or marketing communications proceed by default, and users must take action to withdraw. CAN-SPAM uses an opt-out model for commercial email — marketers can email without prior consent but must honor unsubscribe requests within 10 business days. CCPA/CPRA gives consumers the right to opt out of the sale or sharing of personal information. Opt-out mechanisms must be conspicuous, functional, and easy to use — the CCPA requires a 'Do Not Sell or Share My Personal Information' link, and the Global Privacy Control (GPC) signal must be honored. In advertising, opt-out frameworks include platform-specific ad preference settings, industry programs like the NAI opt-out tool, and browser-level signals. The trend in privacy regulation is toward opt-in models, but opt-out remains relevant in several US regulatory frameworks.
Related terms
Opt-In
A consent model requiring users to actively agree before their data is collected or they receive marketing communications.
Consent
A user's explicit or implied permission for data collection, processing, or advertising targeting, required by privacy regulations.
CCPA
The California Consumer Privacy Act — a US state law giving California residents rights over their personal data, including the right to opt out of data sale.
CAN-SPAM
The US federal law governing commercial email messages, requiring sender identification, opt-out mechanisms, and truthful headers.