Marketing Consent / Opt-in
The recorded permission a player gives to receive marketing, and the legal basis governing which channels an operator may use.
Definition
Marketing consent is the explicit permission a player grants or withholds for promotional contact by email, SMS, push, phone, or profiling, together with the systems that capture, store, and honour those choices. Data-protection laws such as the GDPR and e-privacy rules require a valid lawful basis and, for many channels, freely given, specific, informed opt-in, plus an easy way to withdraw at any time. In gambling this couples with safer-gambling duties: operators must suppress marketing to self-excluded players and to those who opt out, and must not make consent a condition of play. Getting consent management wrong risks both regulatory fines and sending promotions to people who should never receive them.
Worked example
A sign-up form with separate, unticked boxes for email and SMS marketing captures granular consent; if the player later self-excludes or opts out, suppression rules must immediately stop all promotional sends across every channel.
Why it matters
For a learner, it explains why permission, not just having contact details, decides what a company can send. For a professional, it is the legal and ethical gate on all direct marketing, where data-protection and safer-gambling obligations meet.