Definition
Marketing permissions are the record of whether, and how, a person has agreed to receive marketing communications, broken down by channel (email, SMS, phone, push, post) and often by purpose or brand. Under data-protection and electronic-marketing law in most major markets, direct marketing to individuals generally requires prior consent that is freely given, specific, informed and as easy to withdraw as to give, and the person must be able to opt out of any channel at any time with the choice honoured promptly.
A valid permission is tied to a clear description of what the person signed up for. A general account or newsletter registration is not consent to receive gambling promotions; consent for one brand is not consent for a sister brand; and a permission obtained years ago for a different purpose does not carry over.
Operators and affiliates must be able to show, per person, when and how each permission was captured.
In context
For iGaming, marketing permissions govern every CRM message, reload offer, reactivation campaign and affiliate email, and they interact with responsible-gambling rules: even with valid consent, marketing must not be sent to self-excluded people or to those showing harm indicators, and several markets add gambling-specific limits on frequency, timing and content. Operators pass suppression signals (unsubscribes, self-exclusions, opt-outs) to their partners, and an affiliate that cannot act on those signals across its lists should not be mailing on the operator's behalf.
For affiliates with their own audiences, the practical requirements are: capture a specific opt-in for gambling marketing (not a bundled or pre-ticked one), record the source and timestamp, verify age, honour one-click unsubscribe immediately, suppress against every opt-out and self-exclusion match, keep a data-processing agreement with any operator you share data with, and never mail bought or rented lists. Co-registration and list-rental traffic is banned by many programmes precisely because it cannot be reconciled with these rules.
Getting permissions wrong is a data-protection and electronic-marketing breach with fines attached, and the complaints land on the promoted operator too, so both sides treat clean, documented, channel-specific consent as a baseline rather than an optimisation.
Worked example
An affiliate captures marketing consent through a specific checkbox for betting offers, storing the source URL, timestamp and age confirmation for each subscriber. It processes unsubscribes within the hour, suppresses every self-exclusion match an operator returns, and holds a data-processing agreement with each operator it shares conversion data with.
It never mails rented lists.
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