oa Journal of Marketing - The Opt-in Opt-out Debate

Volume 2007, Issue 10
  • ISSN : 1811-9565



A debate is bubbling in some of the conference rooms of South African companies and agencies. With the impending data privacy legislation, should we alter our marketing programmes to focus on the principles of Opt- In or Opt-Out marketing? As marketers we always put ourselves in the consumer's shoes, right? What do you think she would prefer?

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