Definition of the word opt in

The term "opt in" originated in direct marketing, specifically referencing the process by which a recipient of a marketing communication selects to receive further similar communications. This activity is commonly known as "signing up" or "subscribing" to a mailing list, newsletter, or promotional campaign. The concept itself emerged in the 1970s when the US Federal Trade Commission (FTC) sought to establish guidelines for commercial email communication, recognizing the increase in unsolicited bulk email (spam). It mandated that marketers must have clear consent from the recipients before promoting their products or services via emails. In response, companies began to require their prospects and customers to "opt in" to receive emails, which involved providing their contact information and specific authorization to be added to the marketing list. This method was seen as a way of establishing a more engaged audience who were genuinely interested in the products and services offered. Over time, as digital communication channels have expanded beyond email, "opt in" has come to mean the process by which a user actively consents to receiving further communication via any digital channel such as SMS, social media, or mobile apps. The term has become an integral part of the digital marketing landscape, as compliance with data privacy laws has become increasingly crucial for companies operating online.