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 types of email, opt-out.
Affirmative Consent is another word for permission. Recipients of your email have been clearly and fully notified of the collection and use of their email address. Affirmative consent is not only the best practice; it is also required by all reputable email marketing services.