In e-mail marketing, affirmative consent is the request by a Web site reader to receive advertising or promotional information via e-mail newsletters through an opt-in form on the Web site.

According to 15 USCS § 7702 (1), [Title 15. Commerce and Trade; Chapter 103. Controlling the Assault of Non-Solicited Pornography and Marketing] the term affirmative consent, when used with respect to [..]

 A consumer-initiated action confirming they’ve agreed to allow a particular company the use of their email name for marketing purposes. See "Opt In, Opt Out."  

An active request by a reader or subscriber to receive advertising or promotional information, newsletters, etc. Generally affirmative consent does not included the following — failing to uncheck a pre-checked box on a Web form, entering a business relationship with an organization without being asked for separate permission to be sent specific typ [..]