For the purposes of interpreting the table below:
- ‘Opt-in’ means sending marketing to the recipient only where it has taken an unambiguous positive action to consent (e.g., ticking a box, clicking an "agree" button, or confirming consent in writing).
- ‘Opt-out’ means sending marketing to the recipient unless they take an action to refuse or unsubscribe from marketing (e.g., ticking an “opt out” box or clicking an unsubscribe link).
- 'Soft Opt-in' means that the sending of e-marketing to the recipient is permitted on an Opt-out basis if:
- the recipient's details were originally collected "in the context of a sale";
- the entity sending the marketing is the same legal entity that collected the recipient's details initially;
- the marketing relates to "similar" products and/or services for which the recipient's details were originally obtained; and
- the recipient is given the opportunity, free of charge, to object to the e-marketing, both at the time their details were collected and in each subsequent communication.
- 'Transaction required' or 'Transaction not required' indicates whether a completed sale transaction (i.e., the exchange of money for goods or services) is necessary in order to satisfy the Soft Opt-in requirement that the recipient's details are collected "in the context of a sale". Where a transaction is not required, a commercial relationship with the recipient must generally still exist in order to be able to rely on Soft Opt-in (e.g., the recipient has submitted a product enquiry or requested a quote from the business)
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