Express consent
Updated September 30, 2026
In one sentence
Express consent is a person’s clear, voluntary agreement to receive promotional messages, given through an active step such as ticking a box.
What it looks like
A box the customer ticks themselves, never pre-ticked, with text saying who will write, about what, and how to unsubscribe. Consent cannot be inferred from a purchase or from adding a card to the phone: those are two separate things. The business keeps a record of the date and the exact text accepted.
Why it matters
Several anti-spam laws, in Canada and in Europe for instance, require consent before a promotional email or text is sent, with exceptions that vary from country to country. Every message must then offer a simple way to unsubscribe. This is general information, not legal advice.
When signing up for a beauty salon’s card, an unticked box reads: “I agree to receive the salon’s offers by text. I can unsubscribe at any time.” The customer can take the card without ticking it.
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