III.12.a—Direct Marketing Opt-Out
>Control Description
Generally, the purpose of the Choice Principle is to ensure that personal information is used and disclosed in ways that are consistent with the individual's expectations and choices. Accordingly, an individual should be able to exercise 'opt out' choice of having personal information used for direct marketing at any time subject to reasonable limits established by the organization, such as giving the organization time to make the opt out effective. An organization may also require sufficient information to confirm the identity of the individual requesting the 'opt out.' In the United States, individuals may be able to exercise this option through the use of a central 'opt out' program. In any event, an individual should be given a readily available and affordable mechanism to exercise this option.
>Cross-Framework Mappings
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