What is “No Option” or “No Consumer Choice”?

“No option” or “No consumer choice” refers to situations where an organization might rightfully use consumer data, without giving further notice, for things that are consistent with either the customer-organization relationship or the context of a transaction, or as specifically authorized or required by law. These include information use or sharing practices that are required or specifically authorized by law, or consistent with either the company’s relationship with the customer or the context of the transaction.

Examples of no option practices are:

  • Product fulfillment – where an online product is sold and personal information is shared by the seller with the shipping company to ship the product, or credit card company to process the transaction.
  • Internal company operations – such as first-party marketing (by the seller directly to the customer), legal compliance, fraud prevention or improving services offered.

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