Opt-In
A consent model where users must actively agree to data processing or cookie placement before it begins.
Opt-in is a consent model that requires individuals to take a deliberate, affirmative action to agree before their personal data can be processed or cookies can be placed on their device. Under the GDPR and ePrivacy Directive, opt-in is the default standard for non-essential cookies and most types of data processing that rely on consent as their legal basis. This means no tracking, analytics, or marketing cookies may fire until the user actively clicks accept or checks a consent box.
The opt-in model is considered more privacy-protective because it puts control in the user’s hands from the start. Implementing opt-in correctly requires that all non-essential scripts are blocked by default on page load, the consent mechanism uses unticked checkboxes or equivalent clear choices, the accept and reject options are equally prominent, no data processing occurs before consent is recorded, and the system respects the user’s choice across the entire session. Failure to properly implement opt-in is one of the most common GDPR enforcement triggers.