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From the customers point of view, the advantage of the Opt-In approach is that the customer gives their agreement for an organization to use their personal data by either clicking a button on the computer or filling out forms. In the organizations viewpoint, it is also an advantage for them if the customers opt-in because they will have a database of individuals who will have positive communication feedback and offers. The disadvantage of the opt-in approach for organizations is that is they use difficult language from law statutes, it may scare users and then organizations will have a hard time of personalizing services.

The disadvantage of the Opt-out approach, in the customers perspective, is that they must take time and reach out to individual companies to advise them to stop using their personal information. One example is unsubscribing from emails from companies that a person is no longer doing business with or wants to reduce spam. These people have a concern for their privacy. This disadvantage for the customer is an advantage for the organization because they collect all the personal information needed without consent unless they are advised not to. Organizations using the opt-out approach will not have a major impact if a few individuals opt out.