What is Opt-in?
Also known as: Consent
An opt-in is a recipient's consent to receive marketing messages. Australian law recognises express consent, given directly, and inferred consent, arising from an existing business relationship.
Express consent is a clear, recorded action: ticking a box, texting a keyword, or agreeing at the point of sale. Inferred consent applies where a person has an ongoing relationship with the business and would reasonably expect contact — it is narrower than most people assume and does not cover purchased lists.
Keep a record of when and how each contact opted in. If a complaint is made, the sender carries the burden of showing consent existed.
Texto and Opt-in
Consent, timing, compliance and campaign structure for Australia.
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