Two opt-out samples.

As Release 1.0 publisher Esther Dyson noted at the December NEPA conference on electronic marketing "Permission marketing is the wave of the future."

Capturing e-mail addresses isn't enough to be able to send those persons promotional e-mail. They have to opt-in.

Not opting-out isn't the same as opting-in. The safest approach is to give the prospect the choice of checking a preference--and then when mailing promotions give them another option to opt-out.