# What is consent in a loyalty programme?

Consent is a customer's informed agreement to join and to be contacted. It has to be freely given, specific about what it covers, and as easy to withdraw as it was to give. Joining a loyalty programme is not by itself consent to receive marketing.

Source: https://fidella.app/glossary/consent
Last reviewed: 2026-08-30

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The distinction that gets businesses into trouble: joining and agreeing to be
marketed at are two separate things.

## Separate the two

A customer who scanned a code to collect stamps has agreed to a loyalty
programme. Treating that as permission to send promotional email is a stretch
that regulators do not accept.

## Make withdrawal easy

Difficult unsubscribes generate complaints and are usually non-compliant. They
also concentrate exactly the customers who want out into your most engaged-looking
metrics.