What is Express Consent?

Express consent is permission a person actively and knowingly gives to be contacted, and it is the strongest basis for marketing under Canada's Anti-Spam Legislation. A customer provides express consent when they clearly opt in, for example by checking an unticked box or submitting a form that plainly states they agree to receive marketing emails or texts. It does not expire on its own, unlike implied consent, but the recipient can withdraw it at any time. Dealers must keep records of how and when express consent was obtained, since the burden of proving consent falls on the sender. Because express consent supports long-term, lawful outreach, capturing it cleanly at lead intake and service visits is valuable. Storing the consent source, date, and wording in your CRM makes compliance verifiable.