To achieve this, here are a couple of simple guidelines: n The number of marketing opt-ins should be kept to a minimum. In testing over the years, we have seen users become particularly annoyed with websites asking for permission to share their details with third parties. n Wording should be clear and straightforward (no double-negatives). n Opt-ins should never be pre-ticked. Users need to feel they are in control of what they are signing up for.