Opt In is a marketing strategy that allows an organization to collect personal information from individuals who choose to receive it. This method of data collection is used in preference to other methods such as gathering personal information from public records or by purchasing information from commercial providers.
The main advantage of Opt In over other methods is that the organization is assured that the recipient has consented to receive its communications. This reduces the risk of complaints about the organization's use of personal data and helps avoid any possible legal action against it.
Opt In is often used in conjunction with another form of permission, called "implied consent." In this case, an individual may implicitly consent to having their personal information collected, stored and used by an organization when they voluntarily provide it and take some action (such as purchasing something). This form of implied consent does not require explicit approval from the person whose data is being collected and processed.
