Also called "negative consent." The organization presents the individual with an opportunity to express non-agreement to an identified purpose. Unless the individual takes action to "opt out" of the purpose - that is, say "no" to it - the organization assumes consent and proceeds with the purpose. The individual should be clearly informed that the failure to "opt out" means that the individual is consenting to the proposed use or disclosure of information. (Source: Office of the Privacy Commissioner of Canada fact sheet.)
An opt-out policy means that the consumer must declare, in a written or verbal statement, that he or she does not want to receive information from a given source. If the consumer does not opt-out, he or she will receive information from the marketer, and it is likely that the marketer will sell the consumer's name and other information to third parties, who will also target marketing toward the consumer.