More often than not companies are realizing that they have a consumer provide her information after she has previously opted-out of marketing. For example, a company collects contact information online, sends a consumer email marketing its services, and she opts-out of further email marketing by following the “opt-out” procedures in that email. Six months later the same consumer participates in a survey sponsored by the same company, the terms of which state that by participating in the survey the consumer consents to receive further marketing communications from the company. Is the company bound by the prior opt-out by the consumer, or does her participation in the survey under the rules permitting marketing override the original opt-out?
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