Knowledge Base Center

What Does “Opt-Out” Consent Mean?

Opt-out describes a consent model where individuals must take action to stop the collection, use, or sharing of their personal information.

Which Laws Require Opt-In/Opt-out Consent?

Although opt-in laws in the US differ from those in the EU, the intention is the same. These laws are designed to protect an organization’s customers from unwanted marketing communications.

The EU has adopted GDPR legislation. This is more extensive than US regulations. The US doesn’t require opt-in to email marketing. This is one of the most significant legal differences between the two continents. (Note, however, that opt-in consent is required in the US for SMS or text messaging marketing.)

Nevertheless, many businesses across the United States implement opt-ins for email marketing in North America to provide their customers with better transparency when it comes to email marketing.